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The Ultimate Guide to Event Data Management

The rise of digital technology has brought about an explosion of event data. As lockdown restrictions forced events to move to virtual formats, it became evident that connecting with audiences year-round is here to stay....

The rise of digital technology has brought about an explosion of event data. As lockdown restrictions forced events to move to virtual formats, it became evident that connecting with audiences year-round is here to stay. According to research firm MarketsandMarkets, the global online event platform market size is projected to reach nearly £13.6 billion ($18.9 billion) by 2026.

While the abundance of data allows event organizers to gain crucial insights for better results, it also raises concerns about data management and security compliance. In this comprehensive guide, we will explore the importance of event data management, how to collect event data, measuring and analyzing event data, and how to use event data to create better experiences. We will also delve into essential features that technology platforms should offer and the implications of data ownership and control in B2B events. Lastly, we'll provide privacy questions to consider when selecting an event tech platform and highlight the event data policies of leading technology platforms.

Importance of Event Data Management

exhibition data management Event data management is crucial for understanding which parts of an event resonate with audiences, allowing organizers to create more relevant and personalized experiences. It provides actionable insights into audience behavior, enabling marketers to make informed decisions about future campaigns and product development.

Key benefits of event data management include:

  • Understanding where your target market spends time online.
  • Identifying areas of interest within your content.
  • Gaining a deeper understanding of user behaviors across multiple channels.
  • Creating customized marketing strategies based on individual interests.

According to COO of Emerald, Brian Field, technology adoption has become a necessity in the event industry due to COVID-19. The ability to utilize event data and supporting tools to generate clear measures and metrics around ROI is now essential for organizers.

How to Collect Event Data

Collecting and analyzing attendee data happens through various event tech platforms, including event websites, mobile apps, and lead capture solutions.

Event Website

exhibition data management Event websites are the most common way to collect information about attendees. They allow organizers to gather all relevant details in one place and understand what the audience wants from the event. Analyzing website traffic can help identify sections that need improvement.

Mobile Event App

event data on mobile event app Using a mobile application allows organizers to collect information from attendees before, during, and after the event. It provides an opportunity to receive feedback, track downloads, and engage with the audience effectively.

Lead Capture Solutions

event data lead capture Lead capture solutions are software tools that enable organizers to scan attendee information and build their contacts list. These tools allow for contextual interactions and assigning scores to leads for follow-ups and discussions.

Polls and Surveys

event data from surveys Polls and surveys provide valuable suggestions and feedback from attendees. They help measure interest in future content and capture demographic and behavioral data.

Measuring and Analyzing Event Data

measuring event data Event data is used to build detailed accounts of each attendee, from basic demographics to specific interests and behaviors. Organizers can segment attendees based on demographics, interests, behaviors, and more. This knowledge allows for the development of targeted messages, offers, and sponsorship strategies. Statistical analysis helps identify trends and patterns among the audience, enabling organizers to create richer and more personalized experiences.

How to Use Event Data to Create Better Experiences

event data analytics Event data provides crucial insights to improve the overall user experience in live, hybrid, and virtual events. By understanding attendee engagement and preferences, organizers can make better decisions and enhancements. Utilizing event data allows for personalizing the attendee journey, developing effective training programs, improving customer service, and increasing revenue opportunities.

According to Timothy Skennion, managing director of Derabo Advisory Group, attendee data presents significant opportunities for organizers. Leveraging data to meet individual needs, deliver real-time content, and provide increased value to sponsors is key in today's digital event landscape.

Event Data Features Online Event Platforms Should Offer

gdpr issues with event data Selecting a secure virtual event platform is essential for organizers. Here are some key features to consider:

  1. Data Protection Compliance: Ensure the platform adheres to General Data Protection Regulation (GDPR) rules regarding the collection, storage, processing, and transfer of personal data.

  2. Third-Party Audits: Platforms should conduct regular audits to verify GDPR compliance and test their systems against new requirements.

  3. Security Features: Look for platforms with additional layers of encryption and authentication to protect sensitive data during transmission.

  4. Privacy Policy: Platforms should provide clear details about the data they gather, its purpose, storage, and duration. Transparent policies build trust with attendees.

  5. Customer Support: Choose a platform that offers reliable 24/7 customer service through various channels, including phone, email, and live chat.

  6. Data Export Capabilities: Ensure the platform's data export capabilities match your requirements to avoid discrepancies in data collection and storage.

Implications of Event Data Ownership and Control in B2B Events

The shift to digital events has resulted in an unprecedented amount of data being generated. Questions arise about data ownership and control, especially regarding the roles of event organizers and technology platforms in handling attendee information.

Two event data models help us understand this: organizer-led event data control In the organizer-led model, event organizers control the attendee data, while technology platforms act as data processors. The vendor-led model raises concerns as the event tech platform owns and controls the data, potentially sharing it with other organizers.

To protect themselves, organizers should focus on written agreements with technology platforms, clearly outlining data usage. Tanya Pinchuk, ExpoPlatform CEO, emphasizes the importance of leveraging data opportunities while respecting attendees' consent and privacy.

Privacy Questions Organizers Should Ask Before Selecting an Event Tech Platform

Privacy concerns are paramount when selecting an event technology platform. Organizers must ask the following questions:

  1. Who Controls the Attendee Data? Ensure the platform is a data processor, not a data controller, to minimize reputational risks.

  2. Can the Event Data Be Deleted? Choose a platform that allows easy removal of data by either organizers or attendees after the event.

  3. Will Attendees Have the Same Accounts Across Different Events? Consider whether attendees should have the same account for different events, and if so, ensure data usage across events aligns with your preferences.

  4. Can the Online Event Platform Promote Third-Party Products and Services? Avoid platforms that use attendee data for promotional services without consent, as this can compromise attendee security and trust.

  5. Who Owns the Intellectual Property? Ensure that the platform does not claim ownership of intellectual property, such as videos and content shared by speakers and attendees.

  6. Is the Platform VSef Compliant? Verify if the platform follows the Virtual Standard Export Format (VSef) to ensure better standards of data sharing and export capabilities.

  7. How is Anonymous Data Used? Understand how the platform uses anonymous data for analytics and reporting.

Event Data Policies of Leading Event Technology Platforms

online event platform event data policies When selecting an online event platform, consider their data policies. Opt for platforms that prioritize data processing and allow organizers to maintain control over attendee information. Transparency and data privacy should be key factors in your decision-making process.

In conclusion, event data management is crucial for organizers to gain insights, create personalized experiences, and make informed decisions. By selecting the right event tech platform and addressing privacy concerns, organizers can harness the power of event data ethically and effectively. Remember, data is the beating heart of your business, so treat it with care and nurture its potential.