Home' micenet eMag : micenet February 2017 Contents TECHNOLOGY | MIRANDA CARTER
or years, as other marketing
channels became more digitised
and quantifiable, events remained
static in its approach to measuring
success. How do you evaluate event
performance? A stack of business cards? A
handful of survey responses? A spike in
revenues over the previous year? These
approaches tell only part of the story.
The good news is events are undergoing a
seismic shift. Recent innovations, like
iBeacons, wearables, mobile event apps and
RFID technology, not only enhance the
attendee experience; they also capture a vast
amount of event data.
The Power of Data
With this vast array of data available from a
myriad of sources, businesses and event
managers now need to position themselves
to take full advantage of it. First, consider
how the event ecosystem is becoming
smarter and more robust. Marketing
automation and customer relationship
management platforms continue to mature
and help profile, segment, and interact with
specific communities of interest. The
outcomes of digital outreach campaigns –
email opens, click-throughs, even opt-outs –
provide additional opportunities to better
understand customers and markets.
Second, event technology has significantly
improved the ability to monitor and capture
the activity that occurs during events.
Wearables, iBeacons, RFID, and event mobile
Is big data the next frontier in event marketing and are you taking
advantage of the data your events are producing?
HOW BIG DATA IS
apps act as our eyes and ears – at a scale and level of precision not previously available. The
combined result is a massive pool of data that holds vital insights, including the sessions drawing
the most attention, the campaigns delivering the highest onsite conversion, the delegates who
visited competitors’ booths over yours, and the shared characteristics of the most (and least)
Real Time insights provide bespoke event applications
By having this data to hand in a clear visual dashboard, measuring and quantifying your event ROI
in real-time against the goals set and event outcomes will become much more predictive.
Organisers and marketers will be able to change the course of their event as it unfolds, rather than
collecting and analysing data after the fact, when analytics can only inform future programs.
Enabling greater personalisation through real-time data
Many events today allow attendees to interact with the event in real-time. From attendee check-
in and rating speakers to responding to surveys and stand interaction, attendees leave a digital
trail of interests and interactions. This provides event organisers and marketers with the ability to
tap into these insights to make more informed recommendations. Push notifications could then
be sent to attendees on things to do, places to go and fellow delegates to meet based on
shared interests for a richer, more personalised attendee experience.
Event Data is a force-multiplier
The command to “do more with less” has remained a favoured catchphrase of bosses
everywhere – especially during annual planning cycles and the more frequent budget reviews.
By ‘less’ they of course mean less budget, and fewer resources. One way data helps achieve
this is through streamlining tracking event performance. Getting a good read on how an event is
performing has been difficult, mainly because of the time it takes to integrate and analyse data
from numerous sources. Thanks to recent advances, more and more event organisers and
marketers will gain a full, 360-degree view of event performance in real time, with analytics
instantly available all in one place. They will then be able to reallocate resources with greater
precision. Clearly, making sense of big data is becoming a big deal for meetings and events.
Now is the time to recognise this powerful market shift. Event leaders who harness the value of
big data will be ahead of the curve when it comes to improving event performance and bottom-
line results for their organisations. m
Miranda Carter is the marketing manager for etouches Asia Pacific.
Contact us today!
Tel: 1300 236 848
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