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Why you Need to Integrate a Defined Data Strategy in Your Overall Event Strategy


The explosion of big data projects in ICT companies shows without a doubt that Data is key.

However, as we attend major industry shows, we cannot help but wonder why data strategies aren’t integrated in the overall event strategy: most companies will just scan delegates’ badges or at best ask for feedback about their experience. As in the business world, having a clear and defined data strategy for your major event (which encompasses your major customers touch-points) will allow you to gather all the insights you need to become smarter.

Devising a strategy, will lead you to:

  1. Determine ways to connect, capture and manage the data throughout your event life-cycle
  2. Interpret and adapt your event strategy when necessary
  3. Share the data within your business and store it for future use

Too often big data projects focus on technology rather than business outcomes. Yet when it comes to events, easy to use and attractive technology is key to successfully engage with your audience and obtain the data you truly need.

Data Analysis

  • Event registration, tracking systems and wearable technology, all allow you to better understand your attendees’ behaviour and the value they will bring to your organisation.

Predictive Analytics

  • You can anticipate your attendees’ needs, create better experiences and strategically invest to have the most impact.

Artificial Intelligence

  • This is the next big thing and will disrupt many industries (bank, automotive, health, retail…)

There are various tools and systems including wearable technology available on the market today that can generate massive amounts of information. Properly using that information will help you get closer to your attendees and improve your ROI tracking.

Data can also be beautiful and become part of your story telling. For instance, hackers use it not only as a source of information but also as an interactive, collaborative and community building platform. Some people track their daily footsteps, so why not track the content you shared about your new product launch, your consumers’ reaction or their overall experience?

Another way of making use of that information has been observed in the retail industry where they integrated data and content into the shop experience: in San Francisco, Sephora, the cosmetics store, encouraged their customers to upload a selfie to their social media account as well as on the shop’s wall.

As for the clothing brand Nordstrom, they launched TextStyle, a messaging service to interact with the brand and its services.

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For more information, download the full thought leadership paper here.
For more inspiration and ideas, read our clients success stories here.
Contact us here to find out how we can help you engage and activate your audiences.

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