The Future of Data and Events

THE FUTURE OF DATA AND EVENTSSeptember 24, 2015 @BearAnalytics

#EventData

Joe ColangeloCo-Founder and CEO@JoeColangelo

1. Big data in industry TODAY

2. How contextual data was the basis of insight in attendee experiences

3. Why understanding transactional data is the future of engineering event experiences

@BearAnalytics#EventData

Source: Josh James, DOMOhttps://www.domo.com/blog/2012/06/ho

w-much-data-is-created-every-minute/

We Are Obsessed with Data


Large Companies Are Using Data to Power Personalization TODAY!

One of the strongest recommendation

engines on the internet!

Testing same day shipping and “pre-

purchase” shipping.

Content prediction engine is powered by

historical viewing habits.

Mining user behaviors to engineer successful

content.

Using customer data to engineer therapies and

fuel discoveries.

Custom create drugs that are more

efficacious and have less side effects.


The Four “V’s” of Big Data@BearAnalytics#EventData

So what does it mean for me?

Hospitality professional


The Challenge

To organize more impactful engaging and relevant face-to-face interactions...

…smaller marketing budget

…more competitive environment

…higher attendee expectations

DO MORE WITH LESS/SAME


Yesterday: Events were Focused on Contextual Data

Surveys

Focus Groups

Interviews

Committees

üIt still works!

üBased on a sample

üLead and prep time

üMeasured after an experience


Transactional Data is the Future.


Future: Event Intelligence is Powered by Transactional DataAttendees engaging with systems dedicated to executing a transaction AND collecting behavioral information

o Point of sale (registration)

o Session participation

o Social media

o Beacons

o Speaker modules

o Event apps

o Desktop/Mobile engagement

o Hotel pickup reports

o Digital floor plan selection

o Content consumption – Ex: second screen apps

o Wands/voting tools/kiosks


3 Pillars of Data in Events 1) Data collection

is accelerating

2) Data fidelity is higher than ever

3) Data is now a MEANINGFUL currency@BearAnalytics

#EventData

Loyalty

GeographyTiming

Engagement Revenue

EducationSally JohnsonVice President of BD

When does Sally register, meet,

share, engage?

Who is Sally meeting and what content is

she consuming?

What is Sally’s willingness to travel or total event investment?

How much is Sally paying to attend? Is she using comp codes or always registering early?

How many times has Sally attended our event |session | hotel in the last 5 years?

What sessions or CE is Sally attending?

Metrics That Matter


Behaviors > Demographics

Before: “All CEO’s do X”Now: “Of all people who do X, 18% are C-Suite”


RESULT:Knowing Your Customer BETTER

Target messagingPersonalize experiencesLower delta between expectation and experienceAcquisition costs are reduced


How Do I Get Started?


Identify where YOUR data lives

Sponsors

Event Registration

Members

Exhibitors

Publications

Prospect Lists

Education

SocialMedia

Committees

Where Does Your Data Live?

Collect master reports

Emphasize data transparency

“Eat at your own restaurant”

Leverage thePower of Partners

IMPACT AREAS:Where data is generating efficiencies

Marketing AttendeeExperienceFinancial

Are we driving more revenue, reducing

our costs, and generating more

profit?

Are we marketing and monitoring our events more easily and with

greater impact?

Are we lowering the barrier to

experience value for our attendees –

in real-time?


Joe ColangeloCo-Founder and CEO@JoeColangelo

Thank You.


2x

Harnessing Event Intelligence to Improve Event Performance

22Bear Analytics: Confidential Materials

Erin Berry, Vice President of Marketing & Communications, BoardSource

We needed to better understand the data and trends for our annual conference so we could adjust our strategies to improve financial performance.

o “We couldn’t trust our data”o Lack of analytical expertise

o Data was dirty and in various locations

BUT…

3 separate data sources

Exhibit Sales

Sponsorship

Registration

125,000+ data points

$3M+in total revenue

Increase in non-member reg. 11%

9%Number of exhibitors

Identification of MVAs

ID fastest growing/ shrinking segments

Attending and Org. Loyalty

Increase in attendance

Data & Analytics

The Future of Data and Events