Use data to increase event ROI

Check out the on-demand sessions from the Low-Code/No-Code Summit to learn how to successfully innovate and gain efficiencies by improving and scaling citizen developers. Watch now.

Events are essential to any marketing strategy. Because they have the power to bring people together, events provide a unique opportunity to engage and connect deeply with a target audience while enriching a sales pipeline for the business.

During the pandemic, events have undergone a transformation. In addition to facing drastic changes in how and where we met, event experience leaders have used new technologies to facilitate connections. In doing so, they learned more about improving event experiences for all attendees, speakers, and sponsors. The biggest change to events: advancements in technology allow event organizers to act on data before, during and after an event to optimize results.

As we enter a new era of events, knowing how to capture the right data and use it in a meaningful way is more important than ever. According to a recent survey of over 200 event planners, 85% plan to hold at least three in-person events in 2023, and 35% plan to hold at least 10. The opportunity has come to unleash the power of event data to maximize business impact.

In-person events, redesigned with better data

With event professionals once again producing in-person events, they bring lessons learned from over two years of constant upheaval and technological transformation. Event experience leaders across organizations are tackling the "event impact gap": the mismatch between event planners' aspirations to produce impactful experiences and their ability to achieve those goals with technology available.

Event

Smart Security Summit

Learn about the essential role of AI and ML in cybersecurity and industry-specific case studies on December 8. Sign up for your free pass today.

Register now

While the role of event organizer has evolved for many years, the pandemic has rapidly accelerated change. In addition to planning and logistics expertise, event organizers now bring a host of other skills to the table: data analytics, marketing operations, and digital production. But even with their improved skills, organizers continue to struggle with outdated event software that prevents them from accessing and activating their data. This barrier hampers the ability of organizers to design and execute personalized experiences and truly connect with their audience.

Better data activation allows marketers to personalize reach and drive engagement at scale, integrating events deeper into their demand generation strategies. This drives attendee engagement, driving increased revenue and ROI.

Leverage data to accelerate the pipeline

In-person events have huge data potential waiting to be unlocked. Events stand out as a great opportunity to understand how your target audience behaves, where their interests lie, and what deeply engages them. When you're there, you have an unprecedented window into the content, peers and exhibitors that appeal to your audience and how audiences connect with your brand. This information informs both your future event strategy and your broader marketing strategy.

Use data to engage attendees

It's one thing to decide what data to collect and another to be strategic about what you will do with the data. Event organizers' experience running virtual events has shown that access to data is half the battle. The true value of your data lies in your ability to turn it into something...