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You're trying to improve event production processes. What's the best way to use data?

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Event production is a dynamic and complex field that requires constant adaptation and improvement. Whether you're planning a conference, a festival, a concert, or any other type of live experience, you need to use data to optimize your processes, enhance your outcomes, and satisfy your stakeholders. But how can you leverage data effectively in event production? Here are some tips and best practices to help you.

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1 Define your goals and metrics

Before you collect and analyze any data, you need to have a clear idea of what you want to achieve and how you will measure it. Depending on your type of event, your goals and metrics may vary, but some common ones are attendance, revenue, engagement, satisfaction, and impact. You should align your goals and metrics with your event strategy, budget, and timeline, and make sure they are SMART: specific, measurable, achievable, relevant, and time-bound.

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Jens Beier
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To evaluate the feasibility of an event, it is essential to examine its distinct characteristics. Determine if the event has historical precedence, faces competition, or represents an unexplored territory. This analysis will establish realistic expectations and guide achievable goals. In this regard, market intelligence tools and agencies that demonstrate their expertise in competitive and market analysis can provide valuable insights. Their assessments can help you understand the event's potential and make informed decisions. Additional Considerations: - Market intelligence should be used in conjunction with other research and analysis - Regularly monitor market trends and competitor activity

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2 Choose your data sources and tools

Once you have your goals and metrics, you need to decide where and how you will get the data you need. There are many possible data sources and tools for event production, such as registration platforms, ticketing systems, surveys, feedback forms, social media, web analytics, RFID, sensors, cameras, and more. You should choose the ones that are most suitable for your event type, size, audience, and objectives, and that can provide you with reliable, accurate, and timely data.

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Jens Beier
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The audience, regulatory environment, and cultural context should guide the selection of event tools. It is ineffective to expect attendees to behave against their values or norms. Even sophisticated tools are useless without valuable data. However, visitors may be reluctant to provide such data due to privacy concerns or a lack of perceived value. - Align tools with the event's target audience, regulatory requirements, and cultural norms. - Implement clear data collection and privacy policies - Choose tools that are user-friendly and easy to integrate with your systems. - Provide training and support to ensure attendees and staff can effectively use them - Regularly evaluate the effectiveness of your tools and make adjustments as needed.

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3 Collect and store your data securely

The next step is to collect and store your data securely. You should follow the best practices for data collection, such as obtaining consent, ensuring privacy, avoiding bias, and validating data quality. You should also use secure and scalable data storage solutions, such as cloud services, databases, or data warehouses, that can handle large volumes of data and protect them from unauthorized access, loss, or corruption.

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4 Analyze and visualize your data

The most important step is to analyze and visualize your data to gain insights and make decisions. You should use appropriate data analysis methods and techniques, such as descriptive, predictive, or prescriptive analytics, to answer your questions and test your hypotheses. You should also use effective data visualization tools and formats, such as charts, graphs, dashboards, or reports, to communicate your findings and recommendations clearly and convincingly.

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5 Act on your data

The final step is to act on your data to improve your event production processes. You should use your data to monitor your performance, identify your strengths and weaknesses, evaluate your results, and optimize your actions. You should also use your data to create feedback loops, learn from your successes and failures, and iterate your processes for continuous improvement.

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6 Share and reuse your data

A bonus tip is to share and reuse your data for future events or other purposes. You should share your data with your team, partners, sponsors, clients, or attendees, to increase transparency, collaboration, and value. You should also reuse your data for other events or projects, to save time, money, and resources, and to leverage your experience and knowledge.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jens Beier
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Consider adopting agile values and best practices, letting empiricism and feedback guide your event planning. Event managers with a Scrum Project Owner mindset may find it advantageous. Additionally, using Kanban in diverse team setups can enhance transparency and workflow throughout the project. - Tailor agile practices to fit the specific needs of your event. - Train your team on agile principles and tools. - Regularly review and adjust your agile processes to optimize performance. By embracing agile methodologies, event managers can create a more efficient, collaborative, and successful planning process.

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Javier Andres Contreras Nilo

Business Development Director BeFun Entertainment
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Primero debes tener clara la posibilidad de usar esos datos. En muchos paises la falta de regulación hace que caigamos en la "tentación" de usar data de manera poco ética. Asegúrate de tener un buen consentimiento para el uso de datos, protégelos y úsalos para generar valor a tu comunidad. Comparte resultados y conclusiones con tu equipo, hagan preguntas, incorporen nuevos indicadores y sobre todo... monitoreen la evolucion evento a evento.

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You're trying to improve event production processes. What's the best way to use data?

1

2

3

4

5

6

7

1 Define your goals and metrics

2 Choose your data sources and tools

3 Collect and store your data securely

4 Analyze and visualize your data

5 Act on your data

6 Share and reuse your data

7 Here’s what else to consider

Event Production

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You're trying to improve event production processes. What's the best way to use data?

1

2

3

4

5

6

7

1 Define your goals and metrics

2 Choose your data sources and tools

3 Collect and store your data securely

4 Analyze and visualize your data

5 Act on your data

6 Share and reuse your data

7 Here’s what else to consider

Event Production

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