Event data are offering companies and associations unparalleled valuable insights about their event’s performance. Moreover they can be used a ‘guide’ for their decision-making processes towards the improvement of their future endeavors.
What is crucial to take into account is that event data gathering – commonly achieved by sending out post-event surveys – is not a one-off task; it is essential to be considered at every stage of the process. If the data collected before, during and after the event are interpreted correctly, they can be great indicators of key stakeholders’ behaviour in the following core areas: relation with a specific industry type, overall preferences and expectations and for identifying their buying personas.
Despite the ever-growing connection of the industry with the digital landscape and the age of big data, extracting the most useful elements from a huge pile of information should not be considered as an easy task. There are various platforms and CRM tools that facilitate the various methods of data collection, but it all comes down to agreeing on the most effective way to interpret the data for turning them into useful knowledge that will elevate future events and attendee experience.
Below are the key factors to consider before you start digging into extensive piles of collected event data:
Determine and agree on your KPIs
It is truly important to identify the purpose and goals for which you are organising the event and tie them up with your strategy. The amount of information that can be gathered by one single event can be overwhelming, especially when there is no clear framework in place for understanding how to use them. Make sure to identify and agree on your KPIs and also on the ways they are connected to different types of information in order to facilitate the data gathering process. Having every party involved in this process is vital for being able to translate them into powerful tactics.
Track and measure the traffic on your online presence
There is a big difference between people who simply visit your event’s website and people who actually attend to it. Your marketing efforts should aim at driving traffic to your website, but at the same time they should also focus on generating sales. Keeping track of the channels with the higher conversion rate and checking for potential gaps in the attendees’ online journey, allows for great strategic improvements and further facilitates the collaboration between your marketing and sales dedicated teams.
Identify your key audience segments
Consider your demographic data as a pool of information. From there you can get deep insights into different segments within your target audience and determine the best way to approach them more effectively. Knowing more about the people who are attending your event gives also a better understanding of your potential media coverage and should be treated as an extremely effective way of evaluating your brand’s exposure and your event’s impact.
At MCI, we are using technology in alignment with the key needs and goals that organisations require in order to deliver impactful meetings and events for engaging and activating their audiences. Contact us here to find out how we can help.