Big Data: key to capitalizing on hybrid events

Enabled by new technologies and accelerated by the pandemic, hybrid events are becoming more common. Apart from attending the meeting in person, watching speakers live and networking with other attendees, we can now be part of the audience from home, a hotel, an airport, a cafe, or any other place through our own electronic devices.

The most interesting thing about this is what lies behind hybrid events and the essential role of big data to fully capitalize on this experience from a business point of view. The key is not in the amount of data but in knowing what to do with it. Therefore, data-driven marketing suggests putting in order excessive accumulated information, understanding each stage of the customer journey and directing decision-making according to what customers need at each stage of their journey.

But how does big data contribute to the planning and execution of hybrid events? Needs, expectations and behaviors of the target audience are "hidden" in data sources. With artificial intelligence and analytics tools, we can offer highly targeted events improving attendee participation and engagement.

In addition, apart from using social media sentiment analysis tools, surveys can be conducted at the event to collect information about attendees. We can then use such information not only to improve experience in the future, but also to understand customers and alert other areas, such as sales, services or product departments, so they can develop appropriate responses and solutions.

If used wisely, it can be key to launching new products or services, reinventing service channels or opening new markets, among other business benefits.

As evidence of strategic use of data, Dell Technologies held a new hybrid edition of Dell Technologies World early May in Las Vegas. Expectations were exceeded mainly because the event was based on the following five basic principles:?

1. Face-to-face events are still important. Virtual events do not replace face-to-face events. They just complement them.
2. The “real world” must offer compelling reasons for a person to relocate and invest in transportation and hotels to attend the event.
3. Data is key to optimize technologies and schedules for the event, and maximize the audience reach.
4. It is essential to rely on known and new technologies.
5. Event streaming lowers attendance barriers and takes the event worldwide.

The future of events is hybrid. The experience of both in-person and virtual attendees will be enriched by the power of data. The more we leverage its potential, the more successful the event will be.