Audience
Event marketers and event managers.
Publication date
April 22, 2024
Introduction
Human connection has always been at the core of marketing events. The connection between brands and attendees gives events power and effectiveness as a marketing channel. Seventy-seven percent of consumers say that interacting with a brand at a live event increases their trust in the brand. The enormity of engagement data from modern event marketing technology can bog down the process. Delivering exceptional event experiences is key to forging lasting impressions and increasing attendee involvement. The blog highlights key points from a recent Certain webinar in which participants were introduced to Touchpoint Ignite. The blog explains how AI-powered event technology can empower organizations to elevate event experiences by analyzing engagement data and presenting insights. The blog explains how these improvements in event experiences enable revenue growth by driving better business outcomes.
Event Data Challenges
One of the most common challenges faced by organizations is the limited scope of event data analytics. Often, organizations limit their data collection efforts to basic registration information. As a result, organizations end up missing out on valuable event engagement insights. For organizations actively collecting rich engagement data, the sheer volume of data can be overwhelming. The volume of data can make it difficult to extract actionable insights and to inform decisions.
Understanding Your Audience
Touchpoint Ignite is an AI-powered event app designed to unlock deep audience insights from engagement data captured throughout the event. The data is captured across an organization’s entire event portfolio. The app is powered by AI and event intelligence. It seamlessly captures, analyzes, and transforms event engagement data into actionable insights across many events and sessions. The app offers a 360-degree view of audience behaviors, trends, and patterns. The app includes an AI conversational interface. Marketers can tap into deep audience insights and other event metrics using plain language. Marketers can ask questions that expand beyond what they may see on a dashboard.
Key Features and Benefits
The Engagement Dashboard: 360-View of Audience Behaviors
Touchpoint Ignite’s engagement dashboard provides comprehensive insights into attendees’ behaviors and trends. This enables businesses to make informed decisions about their events and marketing strategies. Collecting engagement data is one element; deriving meaningful insights from that data — and doing so effectively at scale — is a different challenge. The engagement dashboard goes beyond visualizations by enabling flexible orchestration and analysis of the data as needed. Below are examples of how this looks in action.
Sentiment Analysis
With a dynamic view, Touchpoint Ignite generates an AI-powered summary that compiles and condenses attendee feedback. The summary provides a comprehensive overview of attendee sentiments and topics discussed. This can be done at the event level and at the individual session level, identifying trends and behaviors such as session popularity, key engagement metrics, detailed feedback, and attendee sentiment analysis — all derived from interactions within the event app. Now, instead of reviewing several hundreds of surveys to identify overall trends, users can access that info within a single click, saving hours, if not days of effort.
Content Analysis
Understanding how attendees engage with content is essential to the event strategy. Events rely on the effectiveness of the content; measuring the success of how people engage with that content is not just helpful — it’s mandatory, particularly when planning for the next event. Let’s say you’re looking to justify expanding your video budget for the year ahead. Through Ignite’s engagement summary section you can see, for example:
- Which videos were viewed during the last event
- What specific videos were viewed the most and least
- The percentage of participants who viewed at least one video
As a result, event organizers can assess the effectiveness of their video content to help with future content planning.
Session Analysis
The next section of the engagement dashboard was built to provide deeper insights into specific sessions within an event. Touchpoint Ignite’s session analysis dashboard offers macro and micro visualization to easily answer questions such as:
- Which sessions were your most and least engaging?
- Which session had the most participants?
- Which sessions had the most and least positive feedback?
This level of insight into each session not only provides strategic direction for future planning but also informs direct, personalized communication with attendees based on a deeper understanding of their session feedback.
AI-powered Conversational Interface
Touchpoint Ignite’s AI-powered conversational interface is embedded directly into the app, allowing users to simply ask a question in plain English and instantly receive tailored insights, eliminating the need for data analysts or complex dashboards. The audience saw this feature put to the test by asking the app several event-specific questions including:
- When was the last time that we had an event about data?
- How many people came to that event?
- What were their job titles?
- Can this data be presented and exported in a graph? (Yes!)
- How can we improve this event next year?
Using engagement data provided throughout the event cycle, Touchpoint Ignite’s event intelligence engine interprets all the data that was tagged as AI feedback, including polls, surveys, questions, etc. The capabilities of this powerful tool are endless. Users can use this interface to produce thorough, data-driven executive summaries, account-based insights, and strategic planning around event objectives, content, and beyond. As demonstrated in the webinar, Touchpoint Ignite offers a seamless experience, enabling users to navigate through event data effortlessly and extract meaningful insights with ease. With its innovative features and continuous development, Touchpoint Ignite is poised to revolutionize the way organizations manage and optimize their events.
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Related Topics
- Event Data Challenges
- Understanding Your Audience
- Key Features and Benefits
Final note
Touchpoint Ignite is designed to revolutionize event data management by turning engagement data into actionable insights that inform future planning and optimization.