Cvent, in partnership with Event Marketer, has conducted a survey of more than 600 event producers, meeting planners, corporate event marketers and event delegates between July and August 2017. The study, named Power of Live Event Data, has found that 81% (more than four-fifths) of event professionals feel gathering data from delegates’ digital and physical footprints at live events is extremely important to help create better events and realise their full return on investment. However, a mere 20% feel their organisations are effective at this integration process.
“It is essential that event organisers and marketers have access to the proper tools and technology for gathering and harnessing event data in a way that provides actionable insights,” said Patrick Smith, Cvent’s Chief Marketing Officer. “Having a better understanding of event audiences – and their interests and preferences – enables event managers to develop a more compelling programme, produce a better experience, drive more attendance, and ultimately deliver a greater event ROI.”
Other findings from the survey include:
- Three out of four event professionals feel their organisation is missing out on marketing opportunities by not integrating a wider range of delegate data to build out and use delegate profiles.
- Only 29% of event professionals say their organisations are effective at collecting data, and just 23% say they are effective at using their event data.
- Just 38% of event professionals say they understand what their delegates do onsite.
- Onsite technologies, such as self-service registration kiosks, improve the event experience, according to 88% of delegates.
Download the study here.
