Big data is an overused term that is flung around by the c-suite during Monday morning meetings. It is a term that has been misunderstood since it landed itself in the mouths of marketers globally.
Let’s start off by defining big data: It is a collection of data from traditional and digital sources inside and outside your company that represents a source for ongoing discovery and analysis.
Companies are often great at collecting data but fall short with storing and processing the data effectively. I.e. If you host an event and collect valuable consumer data, where is it going to be stored and how are you going to use it refine your strategy for your next campaign or product offering.
Using events as a traditional data capturing source is often overlooked.
However, it should be one of the focal points of any event. By using event management software, you can capture, store and analyse data during all phases of an event. All in one place. The software that we use, can easily integrate event data with your existing CRM platform, such as Salesforce.
These are the different event phases, with an explanation of how event management software can help you manage your event data effectively.
PRE-EVENT
This is the planning and invitational phase of any event. During this phase, you would make use of your existing database to determine who should be invited.
- Event management software allows you to effortlessly import your current database and segment it based on customer profiles.This will empower you to send customised event invites to the right audiences. I.e. The messaging on your invite for an Executive might differ from that of a sales representative.
- It allows you to manage your guest list online and gain insight into guest data such as dietary and travel requirements, additional contact details or what they would like to see or learn at your event. I.e. If you are hosting a conference, allow guests to give their opinion on what they would like to gain from it.
DURING EVENT
This is an important phase because you don’t often get face time with your consumers.
- Events are a prime opportunity to find out more about them. I.e. Their favourite products or services or what they would like to see more of. It is also an opportunity to grow your database because your guests might bring a plus one. Using event management software, create a questionnaire and incentivise your guests for taking part. The data is stored online, in one place, and can be accessed at any time.
- Do you know the ratio between how many guests RSVP vs attend?Event management software allows you to check-in your guests online, therefore, keeping track of the guest count. This is crucial data to capture for post-event communication.
POST EVENT
This phase requires analysis of the data that was collected during the first 2 phases. This is your opportunity to turn your data into revenue.
- Easily segment your event database based on who RSVP’d vs who attended. You can send post-event communication such as; Thank-you messages to those that attended and event information to those that could not attend.
- It empowers you to gain insight into what your guests thought about your event. Equipping you with the insight to tailor their experience in the future. This can be done by sending them an email with a built-in questionnaire.
- Based on the information collected at the event, if guest x showed interest in a specific product/service, increase your conversation rate by sending them additional information or letting them know when that product or service is on sale.
In summary, when planning your next event, think about guest data and how it can be converted into revenue before thinking about solves such as décor and entertainment.
