Webinar: Putting Customers at the Center of Your Event Data Strategy with Sentiment Analysis

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Is your business event data helping you keep a meaningful pulse on your audience, or is it leaving you with gaping blind spots? Traditional efforts to capture sentiment data that focus on one or two metrics like Net Promoter Scores can fail to be as customer-centric as modern organizations need them to be. During this free webinar, you’ll learn how to use a combination of figures and open-ended feedback to gain more impactful insights about your audience, better evaluate event performance, and get stakeholders on board with your plans. Gary Coombs, CTO of IMEX, will share useful examples of how IMEX leverages event data.

This webinar offers a sneak preview of PCMA’s NEW Event Data Strategy Certificate Course. Signing up for this free webinar will give you access to a special discount on the course.

Learner outcomes:

  • Understand your audience satisfaction segments, leading vs. lagging indicators, and the impact of trend analysis
  • Use Net Promoter Scores alongside other quantitative statistics to develop more nuanced customer profiles and organization benchmarks
  • Obtain more valuable qualitative data by asking better questions and find more efficient ways to process this data
  • Use the concept of derived importance to turn sentiment data into action and communicate takeaways to stakeholders



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  • Duration: 00:34:42
  • Date: 05/25/2022
  • Speakers:

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