Harnessing the Power of Event Data: Key Points From Our Webinar
Webinars are a rich source of valuable insights, and ours was no different. In our recent session, we explored the important role of event data in driving tangible business results. We were joined by Christina Rasco, CEO of Attendee Management, a leading registration services agency. In this blog, we’ll recap the challenges they faced, the strategies they employed, and the key tips they shared.
Necessity of Event Data
A central theme was the pivotal role of event data. It was emphasized that data is at the core of effective decision-making. Event data offers deep insights into buyer sentiments, objectives, and preferences, serving as a valuable guide throughout the customer journey. The speakers highlighted that integrating event data with your MarTech stack not only provides actionable insights but also drives measurable business outcomes.
Event Data Collection Strategies
The webinar covered seven strategies to transform event data into actionable insights:
- Data collection: Collect data throughout the event lifespan, including demographics and insights gathered through polls and touchpoint polling.
- Behavioral analysis: Analyze attendee interactions, such as the sessions attended and booths visited.
- Sentiment analysis: Extract insights from attendee feedback via surveys, discussion boards, activity feeds, and social media interactions.
- Identifying patterns: Identify patterns revealing strong buyer intent, such as repeated engagement with certain products or services.
- Targeted marketing: Leverage data to target the right audience, integrating with CRM systems for amplified effectiveness.
- Personalization: Use AI to offer personalized recommendations and content based on demographic and interest data.
- Post-event reporting: Generate comprehensive reports providing insights into event performance and attendee satisfaction.
Significance of Engagement Data
Another speaker outlined the importance of engagement data, not only traditional attendance metrics but also focusing on how attendees interact with each other, content, and speakers. The key is to capture the right data at every event interaction.
Impact of AI on Event Data Collection and Analysis
Both speakers weighed in on the role of AI in event data collection. They enunciated AI’s potential to automate data collection, run real-time data analysis, and identify future event planning trends.
Introduction of ‘Touchpoint Ignite’
Our webinar unveiled ‘Touchpoint Ignite’, an AI-powered event app by Certain that captures buying signals before, during, and after events, providing a comprehensive view of audience behaviors.
Pressure to Present Event ROI
The speakers empathized with event professionals about the pressure to demonstrate event ROI. They emphasized the necessity of using the right event technology and insights to transform event data into actionable insights. A well-designed dashboard coupled with standardized questions will not only help measure engagement but also provide insights for improving future events.
Certain wrapped up the webinar with a powerful reminder: when properly managed, event data is invaluable. The real advantage lies in leveraging the right event technology and insights.
Reimagining your event strategy goes beyond just adopting new technology; it’s about mastering how to unlock the potential of the data that technology captures. As our speakers clearly demonstrated, with the right data and the knowledge to use it effectively, we can truly transform the success of our events.
This webinar was another step in our ongoing journey to help our customers fully understand and harness the power of event data. If you missed it, visit our website to watch the full recording. Stay tuned for more insights on revolutionizing event experiences—because in today’s digital landscape, event data is pure gold.