Event participants (attendees) can be tracked in spreadsheet, a marketing automation or CRM system, or ideally in your event management software. An end-to-end event management system will track everything from invitations to registrations, progressive participant profiles (including interests, discussions, Q&A), session attendance, engagement, follow-up and much more.
Some event management products, such as Certain Platform, will track event participants all the way from prospect, to attendee, to long term customer status over many years. Tracking includes not just in-person events, but online and on-demand attendance as well. Information that is captured within Certain Platform is seamlessly integrated with marketing automation and CRM systems, as well as with Certain Event Intelligence, which provides insight into individual events as well as across event programs and channels.