Using Data to Improve Your Events

By Niko Nelissen & Alan Ivory

Click to edit Master title stylelove your event software

WHEN

Pre-show

At-show

Post-show

WHAT

Data sources:• Event app• eReg, eSurvey, eSocial• 3rd party software

EVENT INSIGHT

“Engagement score”

= Overall event KPIto express & benchmark event ROI

ATTENDEE INSIGHT

User profiling• Scoring on topics• Targeted leads• Personalize messaging

OPTIMIZE

Increase engagement through marketing

automation

Increase attendee knowledge through real time date

MONETIZE

Increase revenue provide targeted leads to exhibitors & sponsors

1. MEASURE 2. ANALYZE 3. OPTIMIZE & MONETIZE

Click to edit Master title styleDifferent sources leading to different types of data:

Structural DATABehavioral DATA

Transactional DATA

• Web & mobile tracking• Session registration • Session attendance• Matchmaking/Meetings• Direct messaging• Agendas profiles• Survey responses• eMarketing email opens, click-through• Geo-fencing : iBeacon – NFC

technologies• Registration form questions (I.e.

attendee Info)• Purchases & Spend• Social media engagement

Click to edit Master title style

Marketing Automation

CRM

Event Management Software

BI Big data

Why Leverage the data you already capture

Mobile

Social

Click to edit Master title styleWHY leverage this data?

• Understand your audience better• Ex: web tracking versus room capacity

OR:

Speaker rankingDetect influencersDetect trendsEtc…

• Improve your sales conversions• Ex: feed CRM with lead scoring

• Better user experience, more revenue• Ex: Feed your partner and sponsor with relevant

profiles

Click to edit Master title styleGoogle Analytics

THANK YOU