Data-Driven Events

Do you want to make your events more impactful?

Incorporate data-driven insights into your event planning process.?

By leveraging a combination of quantitative and qualitative data analysis techniques, event professionals can plan smarter and deliver experiences that are tailored to their target audience’s needs. Today, we'll explore how an understanding of complex analytics coupled with insights from marketing research empowers event planners to design more successful events.

Why data-driven insights??

By analyzing data from previous events, you can make strategic decisions that will have a significant impact on the success of your upcoming event. Data can provide insight into things like attendee demographics, preferred event features, exhibitor needs, sponsor feedback, and much more. This information can guide your decision-making process and ensure that your event satisfies the needs and preferences of everyone involved. By allowing data to drive your planning, you can create an event that is tailored to your audience and maximizes the impact of your efforts.

Data provides feedback to improve your event!?

Feedback from attendees is vital for improving your event, and data can give you valuable insights to help you do just that. Analyzing key themes and trends through the data collected from surveys, session engagement, event app downloads, and other similar sources, allows you to see what attendees enjoyed or didn't enjoy and what opportunities for improvement exist. With this information, you can make informed decisions on what areas to focus on and what changes to make, to ensure your future events are even better than before.?

Real-World Example: Our collaboration with a client for their 2022 annual conference proved to be a proactive move. Prior to our partnership, the client had never conducted post-event surveys to assess their attendees' requirements. Nevertheless, once we implemented the feedback collected from the survey for their 2023 conference, our client was able to increase their registration from 750 to 900 attendees. This achievement was beyond their initial expectations, and it was strongly attributed to our ability to creatively deliver on their expectations.

Show your attendees you care.?

In today's fast-paced world, it's more important than ever to create engaging and personalized experiences for valued attendees. That's where activity suggestions can come in handy! By tapping into the latest trends and choosing the most relevant content, event planners can ensure that their guests have an unforgettable time. From interactive workshops to immersive installations, there are countless ways to make attendees feel like they're part of something truly special. But most importantly, refer to past events and look for trends in what your attendees enjoyed. Zero in on those! If one of your event goals is for it to be a success, attendee satisfaction is typically the determining factor.?

How do I implement data-driven insights??

There are numerous ways in which you can use data to ensure a successful, seamless event. Here are some ideas for you to get started:?

• Registered vs. Actual Attendance Numbers: Is there a significant difference? If yes, why is that the case and how can your team close that gap??
• Food & Beverage Analytics: Review your BEOs, you might find information about your attendees' preferences. Did everyone really love the lobster bisque?
• Session Attendance Rate: Are you hosting session content that attendees want to hear? Do different session types have better attendance rates??
• Exhibitor and Sponsor Renewal Numbers: Are you exhibitors and sponsors renewing for next year's event? Why or why not? Their experience at your event directly correlates to their retention rate.?

Pro Tip: When you are onsite at your event, take the time to record “floor-level” feedback. This is when attendees, exhibitors, sponsors, or staff are chatting as they walk around your event. What are they talking about? What are they frustrated with? This qualitative type of insight is a game-changer for improving future events.?

Now use your data!?

All in all, gathering data is a smart strategy for event planners to ensure their event, but it doesn’t stop there. Data is useless unless it is analyzed and turned into suggestions and actions for your next event. Gather your team, ask for their input, and take the time to unpack and digest your data. It is helpful to break it out as follows:?

• Wins?
• Challenges?
• Opportunities
• Suggestions

And, voila! You have your next event suggestions!?

Data gives valuable feedback to see which aspects need improving or shifting, helps to create personal experiences for different audiences, and yields valuable insights into the most relevant content that attracts greater engagement. All this lends itself to better-planned events overall that yield more value than ever before.

Consider how you can implement this "data-driven" thinking into your next event - all it takes is a commitment to leveraging the power of data to deliver more meaningful experiences.

About the Author

Michelle Manire, CMM , is a high-achieving professional with extensive experience in the event and hotel industries. Following her success as the first woman hired. as the General Manager for 2 major hotel chains she launched Coast to Coast Conferences & Events in 1994. For more than 2 decades, Michelle has provided time and cost-saving solutions, comprehensive conference and event management, and consulting services for a wide range of clients across the nation.?

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