Event Intelligence Playbook

Section 1: Introduction

Event marketing accounts for a sizable share of a company’s marketing budget. CFOs and CEOs scrutinize this expenditure for ROI. Marketers must prove ROI to secure funds for future initiatives. Before robust digital event technology, data collection relied on analog sources. Manual labor and attendee cooperation affected data quality. Attribution to specific touchpoints within an event could be impossible. Digital data collection has reduced some pain but can create data overload. Digital tools enable data from every touchpoint in content, brand, and programming. Marketers need to set goals, choose an attribution model, and align the marketing team around a unified strategy. The goal is to turn event data into event intelligence that supports higher ROI. The playbook aims to help marketers manage this transition. The Introduction frames the problem and outlines a practical path. The document targets marketing professionals seeking to justify investments and improve performance. It promises a structured, data-driven approach across subsequent sections.

Section 2: Step 1 – Define Your Event Goals & Success Metrics

Step 1 begins with a clear objective: define event goals and success metrics. The Bigger Picture explains measuring an individual event’s impact versus the overall events program. Defining micro and macro goals helps tell the full story of the global events program. Specific examples illustrate measurable outcomes. Revenue metrics and engagement metrics are highlighted as core measures. Examples include pipeline, orders, conversion rates, satisfaction, and post-event polls. The framework shows how to map goals to measurable data. The section emphasizes that an end-to-end Event Management and Intelligence solution supports data collection and analysis. It highlights data domains to track: Registration Data, Event Demographic Data, Behavioral Data, and Buyer Intent. The data types cover attendee details, interests, location, session choices, and interactions. The goal is to create a holistic view of event success. The section also discusses using the data to inform future event goals, content, and audience targeting.

Section 3: Step 2 – Identify the Right Attribution Model to Make Your Event Data Truly Actionable

Step 2 explains that attribution models determine which touchpoints contribute to outcomes. An attribution model helps measure ROI and informs decision-making. The section presents two broad families: Single-Touch Attribution (STA) and Multi-Touch Attribution (MTA). STA is suitable for events with short sales cycles and net-new leads; it focuses on two key touchpoints. MTA provides a broader view of the attribution ecosystem and requires unified customer data. MTA can be subdivided into First-Touch, Last-Touch, U-Shaped, Linear, Last-Touch, and W-Shaped attributions. Each sub-model allocates credit to different touchpoints along the journey. The section includes practical guidance: be flexible and ready to switch models as needs evolve. It emphasizes that the chosen model should reflect the complexity of buyer journeys and the organization’s data capabilities. The final guidance highlights using attribution to personalize experiences and optimize budget allocation.

Section 4: Step 3 – Get Teams Aligned Around Event Data

Step 3 addresses cross-functional alignment around event data. The section explains that teams must cooperate to realize ROI. It highlights ABM (Account-Based Marketing) as a framework to align sales and marketing around attendee data. ABM support includes gathering attendee interests, engagement, and metrics to inform follow-up and content strategy. The collaboration extends to content and messaging developed from event intelligence. The section emphasizes that ABM is not new but has gained prominence with digital tools. The result is a cooperative approach that increases ROI. The section includes a visual showing collaboration among Customer Success, Sales, Marketing, and Operations around Event Data. The overarching message is that alignment enables better campaign launches, real-time data collection, and stronger programs.

Section 5: Step 4 – Unify & Visualize Your Event Data

Step 4 discusses unifying data and visualizing event insights. The section notes that data silos impede access to information and reduce effectiveness. Unified data delivers a broader view of the event ecosystem, but data integration must go beyond a simple data lake. A centralized event management platform must be scalable and easy to use. The ideal platform supports queries over structured, semi-structured, and unstructured data in real time and historically. The goal is to enable all team members to gain insights for higher ROI. The section underscores that centralization supports cross-team collaboration and better decision-making for ABM and event strategies.

Section 6: Step 5 – Maximize ROI with Event Intelligence

Step 5 presents the ROI benefits of a true Event Intelligence solution. The section defines Event Intelligence as the capability to convert event engagement data into actionable insights. Certain’s Event Intelligence platform is described as a turn-key, end-to-end solution that tracks, visualizes, and optimizes global events in real time. The solution supports engaging attendee experiences at scale and enables proactive actions to improve ROI. The section emphasizes delivering a 360-degree view of the customer journey across virtual, hybrid, and in-person events. The content showcases how data visualization informs decisions, improves engagement, and guides future event planning. The Conclusion invites readers to schedule a demo to explore how the platform can support future events.