David Chalmers, senior marketing director, Europe at Cvent asks if organisers are equipped to use the data they collect.
Data: Big data, small data – we hear and read about data all the time.
Everyone in the industry knows the power that data can bring to their live events. All the talk on data has been going on for years.
Yet despite this knowledge, there is a big gap between what event professionals know they need when it comes to data collection and the ability to gain insight from their data – and translate this into experiences which enhance live events.
Perhaps in part it’s down to the reluctance of those in the industry actually wanting to enhance their events?
However, for the main the data disjoint, I believe is also down to a lack of education within the industry regarding the right data platforms and integration processes so that data can be utilised to the full.
Without sufficient knowledge event professionals often overlook the vital integration process of a wide range of data and information in order to build more complete attendee profiles.
While it’s common practice for organisers to collect attendees’ full contact information, the majority will often not collect much else, especially in terms of product and service interest, decision-making level, educational session topics, and social media handles.
This raises the question; are event organisers lacking the technology and registration capacity to capture this additional important information, or are they simply not seeing the need for this data? Not appreciating the need for this type of data is a grave error which, like the issue of technology platforms, can be attributed to an absence of education.
After all. collecting more data and integrating an attendee’s digital engagement with their physical footprint prior to, during and after an event, is valuable for many reasons:
Here’s my shortlist
• Personalised messages, special offers and communications
• Improved education content programming
• Fosters two-way communication with attendees
• Provides more data and insights to marketing and sales departments
• Delivers more value to partners, sponsors and exhibitors
• Better tracks event performance and ROI
• Provides more seamless service before, during, and after events
A concern often cited by event organisers is whether they are asking for too much information from their attendees. Will it come across as too pushy? Is this approach too intrusive?
Why not flip this thinking around to – how much information are attendees willing to provide for a personalised experience? Recent research by Event Marketer and Cvent showed that a higher percentage of attendees are willing to provide more information if it enhances their overall experience.
Isn’t it high time we bridge the data gap?