Nick Tinker, mid-market sales manager at Cvent, joined the International Confex 2021 Marketing Theatre audience for the third session of the day.
Cvent is a privately held software-as-a-service company that specialises in meetings, events, and hospitality management technology.
In the session Tinker covered the “Cvent pillars” of event intelligence to help the audience understand the most critical data for their events.
Tinker said in-person events are becoming “more digitally aware” while virtual events are becoming more experiential in order to keep audiences engaged post-Covid.
He said businesses need to be “ready and agile” enough to host hybrid events, while ensuring the right technology is in place for them to run smoothly.
He stressed the importance of being data-driven, which he said begins in the conception stage when planning an event. He said cross-channel visibility is also crucial when gathering data, including web page visits and blog posts.
Cvent’s upcoming virtual event, Cvent Connect, will take place from 5-6 October at InterContinental London.