January 16, 2024
Overview
Artificial Intelligence (AI) enables more advanced personalization.
Event data orchestration supports improved personalization.
Advances in AI and data orchestration elevate personalization to new standards.
A survey reports that 15% of CMOs believe their company is on the right track with personalization.
By deploying recommendations and triggered communications, revenue can increase by 5-15%.
Marketing-spend efficiency can improve by 10-30%.
AI can generate recommendations based on attendee information.
The secret to event personalization is data-driven insights into attendee interests, behavior, industries, goals, etc.
Personalization at scale means applying personalization at the largest events.
Personalization at scale requires designing and delivering tailored messages to thousands of attendees across the event life-cycle.
Personalization at scale is distinct from basic personalization; it is broader in scope.
Scaling event personalization is a strategic practice to maximize output from event data.
This approach relies on data-driven decision-making on a broader scale.
It requires moving beyond basic analytics to intelligent solutions like predictive modeling, AI, and advanced data interpretation.
Matchmaking algorithms facilitate more meaningful networking by helping like-minded attendees find each other.
Curated agendas tailor the overall experience to each attendee’s interests.
Events should be organized and orchestrated with precision and foresight across the board.
Event data builds on itself; planners embracing this approach can offer increasingly personal experiences over time.
Scalable insights let marketing professionals analyze large datasets, predict attendee behavior, and derive actionable intelligence.
There are four strategic actions to consider for a scaled event data strategy.
Centralize
Centralize: Integrate all data across events into one source to avoid reconciling siloed data sources in different programs all over the tech stack during the analysis.
Standardize
Standardize: Structure the data collected to make it consistent and easier to collate to avoid getting bogged down comparing apples to oranges.
Visualize
Visualize: Use techniques to make the data easily accessible, understandable, and communicable to stakeholders above and tactical resources below.
Contextualize
Contextualize: Use your data to tell a story across your event program so you can understand performance metrics in the grander scheme of things.
Establishing a data strategy that covers these four pillars will empower marketing professionals to answer higher-order strategic questions about their event programs such as:
- Should we keep running the same events year over year?
- How do these events move the needle on larger objectives within the marketing team? The organization?
- Which formats are the most effective in delivering value to all stakeholders?
- How do I track the performance across my event program so I can make data-driven decisions?
- Can any of the events in our program be improved, culled, or merged?
- How can I communicate this data to my stakeholders to get the support and resources I need?
With the right event management software, event teams can transform their events into valuable sources of revenue generation and customer engagement. From streamlining registrations to optimizing networking opportunities, AI-powered features optimize the entire event management process, making events more efficient, engaging, and highly effective.
Four Pillars of a Scaled Event Data Strategy
Centralize
Centralize: Integrate all data across events into one source to avoid reconciling siloed data sources in different programs all over the tech stack during the analysis.
Standardize
Standardize: Structure the data collected to make it consistent and easier to collate to avoid getting bogged down comparing apples to oranges.
Visualize
Visualize: Use techniques to make the data easily accessible, understandable, and communicable to stakeholders above and tactical resources below.
Contextualize
Contextualize: Use your data to tell a story across your event program so you can understand performance metrics in the grander scheme of things.
Strategic Questions to Consider
Establishing a data strategy that covers these pillars will empower marketing professionals to answer higher-order strategic questions about their event programs, such as:
- Should we keep running the same events year over year?
- How do these events move the needle on larger objectives within the marketing team? The organization?
- Which formats are the most effective in delivering value to all stakeholders?
- How do I track the performance across my event program so I can make data-driven decisions?
- Can any of the events in our program be improved, culled, or merged?
- How can I communicate this data to my stakeholders to get the support and resources I need?
With event management software, teams can transform events into valuable sources of revenue generation and customer engagement. From streamlining registrations to optimizing networking opportunities, AI-powered features optimize the entire event management process, making them more efficient, engaging, and highly effective.
Implementation Notes
Event data’s value grows as it informs future decisions and experiences.
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