In an era when artificial intelligence is taking the front seat, data-driven meetings and events have become imperative to customise and personalise the attendee experience. Event professionals know that by collecting more data and integrating an attendee’s digital engagement with their physical footprint at an event, they can now craft targeted, personalised messaging, provide better insights to marketing and sales, deliver more value to exhibitors and sponsors, reduce labour costs with technology automation and ultimately enhance their overall marketing techniques. But this is easier said than done. Despite knowing the value of data capture and analysis, there is a huge gap between what event professionals know they need when it comes to data collection and their actual ability to gain insight from their data.
Better managing and analysing data requires a combination of strategy and the right technology. But the problem is much more complex than this. In the article In Any Event: Mind The Data Gap, David Chalmers, Senior Marketing Director for Europe at Cvent says that lack of education within the events industry regarding the right data platforms and integration processes is one of the reasons why there is a huge data disjoint. According to him, it is one of the main reasons why event organisers fail to utilise data to its fullest. The right data platform and event technology enables event organisers to automate most of their mundane tasks and become more efficient. They can then increase attendance, reduce event costs through automation, and focus more on what matters the most: the attendee experience.
David also believes that while event professionals collect full contact details, they often don’t ask for anything beyond that. Especially valuable information on product and service interest, decision-making level, educational session topics, and social media handles is often omitted. With this crucial information missing, their marketing is less personalised and fails to strike a chord with their prospects or customers. Moreover, it raises the question whether event organisers lack the technology and registration capacity to capture this vital information, or whether they are simply not seeing the need for this data?
There is an incredible opportunity to better understand and serve attendees, in addition to providing enhanced data and information when applicable to the marketing and sales pipeline. Attendees want their event communications to be as personalised and onsite experiences as seamless as they are with online retailers and in interactions with other industries and services – and event technology offers that opportunity. Therefore, David concludes, capturing key event data is as important as providing a valuable onsite experience.
Click here to read the entire article — In Any Event: Mind the Data Gap