This isn’t something you have to study. There won’t be any official test that you have to pass. However, you do already take this exam every time plan a meeting. It seems like a simple question: how well do you know your attendees?
Thanks to Eric Olson, CEO & President, Zerista, and Staci Clark, Global Marketing Strategy Manager, Cisco Systems, you can start to answer that question with a resounding “very well.” Olson and Clark have written a new white paper titled “How to Gather and Apply Event Intelligence”, and it will walk you through the who, what, how and why of the transformative powers of collecting data for your event.
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“Events have changed. Every stakeholder expects more, Olson and Clark write. “And the key to serving them better is locked in the data that surrounds every experience.”
The New Definition of Data
As events have changed, so, too, has the definition of “data.” Olson and Clark aren’t just talking about basic figures such as how many people opened your email marketing messages, how many of them actually clicked on a registration link or how many of them actually showed up as paying attendees. They’re hoping to help meeting professionals understand how to turn facts and figures into even more valuable information.
“The most elusive - and perhaps most valuable - piece of attendee intelligence is data that is assembled to find patterns,” Olson and Clark write.
Which exhibitors did an attendee visit? Which sessions did that same attendee spend the most time in? What content did they download from your on-demand library after the meeting? Are there any conclusions that you can draw from these behaviors? Yes, there are, but they may not be easy to find.
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Why You Need to Get Really Serious About Data
Despite the extra work and energy it may take to unlock new opportunities from data, it’s well worth it. Whether you manage a convention center, manage a meeting or manage a hotel, all that data is going to be one of the most powerful tools available in the future. Chances are that many of your competitors are already leveraging it to make more money, make better operational decisions and make themselves look even more customer-friendly.
Interested in learning more about what event intelligence and data collection can do for you, your organization and your meeting? Click here to download the full white paper.