Why Session Tracking Makes Better Meetings and Events: For Everyone

Every event planning checklist needs to include session tracking.  Why? Because your attendees are giving you instant feedback at every meeting and event you hold, literally voting with their feet on-site, and if you’re not capturing the data they’re providing, then you’re essentially being “ghosted” by your event attendees.

Today’s most successful events are driven by data, so it’s becoming more important to measure each part of your event. This helps you accurately report on its success, provide better insight to your sales and marketing teams, identify revenue opportunities, and understand how to improve future events. When it
comes to capturing attendee data onsite, Radio Frequency Identification (or RFID) has quickly become a go-to solution. Let’s dig a little deeper into RFID technology.

Behind-the-Scenes Attendance Tracking

RFID is a passive and unobtrusive way to track your attendees’ interactions at your event. With flexible RFID solutions to fit your specific needs, you won’t
miss a beat and are able to capture your attendees’ full journey at your events. You’ll be armed with the ability to track your general sessions,
breakout sessions, exhibitor floor, meals, and more in real time. If you need access control or to issue continuing education credits, RFID is ideal
for that too.

Capturing the Full Attendee Journey

By embedding RFID into your attendees’ badges, you can have a wealth of event data at your fingertips. Here’s some of the information you can capture:

  • Session attendance and duration
  • Exhibitor floor traffic
  • Booth visits and duration
  • Meals attendance and times
  • Attendance at social events and receptions

How to Use Your Data

Just as important as capturing your event data is having a plan for how to use it afterwards. Your data becomes the most powerful when it’s integrated with your other systems, such as your CRM and marketing automation systems. Here are some of the ways you can turn your event data into action:

Demonstrate Your Event’s Value

Measure your entire event lifecycle and prove the ROI of your events to stakeholders. You’ll be able to show success against event goals, like revenue, attendance, and customer engagement and retention.

Determine Impact on Sales

Measure how many new leads, sales opportunities, and closed business comes from your events. By combining this with attendee behavior, you can see what characteristics correlate with sales pipeline and fine-tune your events accordingly.

Prioritize Leads for Your Sales Team

Attendees are sending buying signals as they move through your event. The sessions they attend, booths they visit, demos they watch, and people they meet with can all help you determine their interest level in your products or services.

Build Complete Attendee Profiles

By tracking the full attendee journey, you can more deeply understand your contacts. This will enable your sales and marketing teams to send more targeted messaging and have more relevant conversations.

Validate Your Event Content

See if your content is resonating based on session attendance and duration numbers. Use this data to ensure you have the right topics, speakers, and session formats.

Attract the Right Audience

Understand who your attendees are, so you can determine if they’re the right ones or if you need to adjust your event marketing strategy.

Want to learn more about the powerful data you can capture at live events?

Download our free interactive eBook, Gain More Power Over Your Live Events, for tips on the most effective ways meeting planners, event producers, and marketers can improve their event’s commercial and attendee impact.

In this eBook, you’ll also learn how to:

  • Build a richer profile of your attendees, pre-event through post-event.
  • Get instant feedback on their interests and preferences.
  • Continue the conversation online.
  • Capture the flow of your event.

Click here for your free copy today.

 


John Hunter

Written by John Hunter

John is the Manager, Event Cloud Marketing at Cvent. He has extensive copywriting experience across a diverse set of industries, including broadcast television, retail advertising, associations, higher education and corporate public relations. John has written copy for broadcast and cable television, radio, direct mail, websites, email campaigns, blogs, retail advertisements, sales collateral, magazine articles, case studies, white papers and more.