Skip to content

Using event data with purpose

As new technologies allow us to access data instantly, event planners are gaining more data than ever before. So, how do we make sense of all this data? How do we use it to inform actionable insights and make strategic decisions?

As we reach the end of Event Technology Week, here are some tips on how to use data to make informed decisions about your events.

Personalize the attendee experience.

Above all, your data tells you a lot about your attendees: who they are, their demographics, interests and goals. This allows you to personalize your events to create memorable experiences for them. After all, your events start and end with your attendees.

Market your event more efficiently.

Your data also tells you how attendees are hearing about your event, whether it’s email click-through rates, banner ad clicks or social media impressions. This allows you to get a sense of which platforms are working and which ones aren’t. That way, you can adjust your event marketing strategy accordingly.

Have better control of crowd flow.

Modern technology allows event planners to know crowd densities as well. For instance, tools such as The Indoor Lab help you monitor foot traffic, and manage crowd flow, monitor registration lines and alleviate wait times.

Increase attendee engagement.

Your data also tells you how attendees are interacting during the event. This includes how they’re engaging with each other (networking FTW!), with event sessions and with exhibitors. 

Revamp travel and safety procedures.

In addition to making sure that each part of your event gets equal engagement, knowing how and where your event population moves can help to improve safety procedures. Crowd-shaping data can include physiological and biological information about attendees. This can revamp how planners approach everything from food allergies, to navigating through inclement weather conditions.

Build stronger connections with sponsors.

Depending on the type of event you have, sponsorships typically play a large role. And data such as revenue and number of ticket sales can provide value to current and potential sponsors.

Measure your event ROI.

Collecting data allows you to know if your event goals are being met. Of course, this starts with identifying your event goals. 

Enhance your event’s value.

Big data makes it so that event planners can make adjustments to everything, on-site and off, quickly and efficiently. Crowd-shaping has given event planners the ability to have safer spaces, more interactive experiences and happier attendees.

Hopefully this gives you a sense of how data is used to provide meaningful event experiences for your attendees. After all, data is at the center of everything. It’s how we measure, analyze and enhance for future events.