Even in a decidedly digital age, live events remain a critical component in peer- and customer-relationship building for marketing, sales, HR and other corporate departments (not to mention comms agencies and reps). But, like in other business endeavors, those networking triumphs aren’t worth much if the data collected aren’t used strategically.
Indeed, new research from meetings, events and hospitality tech firm Cvent reveals that 81 percent of event professionals say gathering data from attendees’ digital and physical footprints at live events is extremely important so that event planners can track the attendee journey to create better events and realize their full ROI—but only 20 percent feel their organizations are effective at this integration process.
The study, The Power of Live Event Data, conducted in partnership with Event Marketer, provides insight into how event professionals leverage technology to capture and analyze data and enhance the attendee experience.
How important is tracking and connecting your attendees’ digital engagement and their physical engagement at your events?
How effective is your organization at tracking and connecting attendees’ online digital and physical event footprints?
“It is essential that event planners and marketers have access to the proper tools and technology to gather and harness event data in a way that provides actionable insights,” said Patrick Smith, Cvent’s chief marketing officer, in a news release. “Having a better understanding of event audiences—and their interests and preferences—enables event producers to develop a more compelling program, produce a better experience, drive more attendance, and ultimately deliver a greater event ROI.”
How do you use data collected pre-event?
Highlights of the survey include:
Three out of four event professionals feel their organization is missing out on marketing opportunities by not integrating a wider range of attendee data to build out and use attendee profiles
These profiles track the attendee journey and give planners and marketers additional insight into their customers and prospects.
Event professionals feel they need to be more effective at collecting and using attendee data
Only 29 percent of event professionals say their organizations are effective at collecting data, and just 23 percent that say they are effective at using their event data.
Most event professionals can do better at tracking and understanding what their attendees do while at their events
Only 38 percent of event professionals say they understand what their attendees do on-site.
Event attendee survey insights
On-site technologies provide a better experience for attendees. Eighty-eight percent of attendees agree on-site technologies, such as self-service registration kiosks, improve their event experience.
The study marks the launch of Cvent’s global campaign, The Power of Live Events, which highlights the importance of experiential marketing, data collection, and technology to deliver world-class meetings and events.
How do you use data collected on-site?
Cvent’s survey incorporated input from more than 600 leading event producers, meeting planners, and corporate event marketers, as well as event attendees between July and August 2017.