Integrating DataShawn Pierce – Hanley Wood

Agenda

• Introduction of concepts• Recap of building blocks• Data integration you (probably) already have• How could you and your customers benefit

from data integration?• How has Hanley Wood integrated data?• Conclusions

Introduction of Concepts

• Data is one of the primary assets of exhibitions and events

• Efficiencies drive profitability for both you and your customers

• Your partners WANT to integrate• Your customers EXPECT integration on the

web

Show Website

Exhibitor/Customer Data - Common ID

•Floor Plan•Online Applications•Speaker Mgmnt•Conference Mgmnt

3rd Parties•Registration•Directory•Social Network

Exhibitor/Customer ID

Att

ende

e D

ata

Customer ID

Floor PlanInventory

Invoicing & Financial

Data

OnlineFloor Plan

CRMSales Data

SocialNetworking

BudgetingForecasting

Building Blocks for Exhibition’s Systems

Exhibiting Customers

•Create a single customer number

•Multiple database systems can be tied together by this customer number

•Don’t add new companies unless you are SURE they are not already in the system

Sales CRM

Exhibitions Management SystemFloor Plan, Inventory,

Financials &Priority Point System

Attendee Customers

Historical & Current Attendee Data

•Create a single customer number

•If you gather data by company then use the same number as the exhibitor system

•If you gather by contact (this is the norm) then your customer numbers are unique to each contact

Web SiteSocial NetworkExhibitor DirectoryFloor PlansRegistration

Financial Analysis, Budgeting & Forecasting

Online Application Process

Online App

Marketing

Contract Queue

Orders Queue

EXHIBITORS Complete Online App

Sale/Booth

Selection

SalesReview/Accept App

eMail – Invoice, Contract, T&C

Accepted App Orders

Accepted Applications

Orders

Item names/desc/pics

Accounting

Review/Confirm App Orders

Set up Items, Apply Payments to Orders

EMS Online

Items & Pricing

eMail – Invoice

Data integration you (probably) already have

• Registration alumni data• Email marketing systems• General Service Contractor exhibitor lists• Social networking systems• Association management systems• Sales contact systems

What are someways you could use

Data Integration?

• Attendee Information• Exhibitor Information• Industry Information

What has Hanley Wood done?

• Complete web site redesign– Integration of web sites with data via modules and

zeppelin– Integration to our magazine and association partners

• Creation of ConnectionPOINT– Attendee/Exhibitor portal system– Easy access to all back office data– Single sign-on integration 3rd party partners:

• Experient, a2z, Freeman

Conclusions – Q & A

• Data/systems integration drives efficiencies• Efficiencies drive profitability• Web integration drives web traffic during off

peak times

ConnectionPOINT Exhibitor

ConnectionPOINT Exhibitor

Exhibitor Invoices

Social Networking

ConnectionPOINT Prospect

Sponsorship Gallery w/Cart

Exhibitor Contract w/Cart