PCMA announces BEAM, new data intelligence service for business events industry

BEAM (Business Events Analytics/Metrics) to provide holistic industry insights

PCMA announced a unique, new product providing market intelligence and data analytics for the business events industry where professionals, organizations, hospitality providers and destination organizations can gain insights into industry trends and behaviors.

BEAM, Business Events Analytics/Metrics, was revealed at IMEX, a multi-day business events tradeshow May 20-23 in Frankfurt, Germany.

“We wanted to create a unique product unlike any other in the marketplace to unleash the extraordinary power of data to advance research, identify industry trends and create predictive analytics that will guide business event professionals to make informed and strategic business decisions,” said Sherrif Karamat, CAE, president and CEO of PCMA.

BEAM was developed by PCMA in partnership with Infogroup of Dallas, Texas, a leader in big data intelligence and marketing technology. Infogroup will independently manage the data and analytics process to ensure the service meets data security and privacy standards.

“This customized analytics engine is unique as it draws information from multiple data sources to provide the business events industry with exclusive insights and capabilities to explore data,” said Robert Haas, PCMA’s Chief Administrative Officer, who is spearheading BEAM.

Destinations International, a Washington, D.C.-based international resource for destination marketing professionals, will be PCMA’s marketing partner for BEAM.

“We are thrilled to partner with PCMA on this very important product,” said Don Welsh, president and CEO of Destinations International. “This new tool will allow destination organizations to be smarter and have the ability to drive their own success.”

How it works

BEAM will provide a comprehensive view of the business events industry by leveraging a portfolio of data sources to better understand individuals, organizations and face-to-face events. The data will help predict behaviors of business events participants to help professionals deliver a more strategic, engaging and relevant experience.

The product will serve multidimensional purposes and levels of interest including:

  • Managing big data by organizing large, unstructured amounts of data that reveal patterns and trends, especially relating to human behavior and interactions.
  • Events insights from all industries that participate in business events including technology, hospitality, venues and destinations.
  • Industry insights that can be tailored to each BEAM participant’s needs.

BEAM will also provide a data-hygiene process, allowing participants to ensure their CRM data is not outdated, erroneous or redundant.

Privacy and security

Infogroup will independently manage the data and analytics process to ensure the service meets data security and privacy standards. BEAM participants will only have access to their own proprietary data. PCMA will never have access to any data portfolio other than its own. Any data intelligence or analytics generated by BEAM will not identify individual information.

Access to BEAM intelligence is granted on a 12-month rolling license. The PCMA product is in pre-sales mode and will launch later this year.

For media queries from the Americas and EMEA and requests for interviews with Sherrif Karamat, please contact:
Meghan Risch

For Asia Pacific media inquiries, please contact:
Jessica Kauffman, Senior Account Manager, ZADRO

About PCMA

PCMA believes that business events can economically and socially transform communities, enterprises and individuals. As the world’s largest platform for business events strategists and their business partners, PCMA’s success is driven by a commitment to providing provocative executive-level education, face-to-face networking and business intelligence to its membership of 8,400 professionals and students and global audience of over 100,000 business event stakeholders.

Through its Ascent leadership initiative to promote inclusion and diversity across the business events industry and beyond, PCMA seeks to empower those challenged by gender, sexual orientation, race, ethnicity or disabilities to find success.

Headquartered in Chicago, PCMA has 17 chapters throughout the United States, Canada and Mexico with members in more than 40 countries and regional offices in Northern Ireland, Australia and Singapore. Visit us at pcma.org or on LinkedIn, Twitter, Facebook and Instagram.