I described how to bring brands to life with pop-ups in trend number 3. Trend number 4 is about data and data-based decisions for events. How can they help you plan and execute your events better?
You can download the full report with all 10 trends HERE.
2024 is the year when decisions will be made based on data, not experience!
In the online marketing world, this topic has been a matter of course for years. No online marketer would make decisions based on experience. A/B tests are used to test the best ads, copies and creatives and then only the best converting ones are displayed. As always, the event industry is a little behind the times.
Imagine entering an event that is so perfectly tailored to your interests that every presentation, every exhibitor and every networking opportunity seems made for you. How is that possible? The answer lies in the intelligent use of data. In today’s event industry, data is not just a trend, but the key to successful, targeted and memorable events. In this trend report, we look at how data is used in the areas of event management, behavioral analysis, data collection and future trends and how you can use these insights for your events.
How to use data for your events and brand experience
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The central role of data in event management
In the future, data will drive every decision in event management, from audio and video equipment to capacity planning. Analyzing historical data enables precise planning. For example, by analyzing past events, it is possible to determine how much equipment is needed for certain areas. For example, my KESCH team designed a brand experience campaign for Schlumberger where we were able to see where guests received a physical invitation from and in which bar it was redeemed. This allows campaigns to be planned much more effectively for future occasions.
The value of behavioral data
Behavioral data is worth its weight in gold. It provides insights into the actual interest and behavior of your audience, far beyond demographic data. This data helps to create customized content in real time. For example, if you notice that a large part of your target group is particularly interested in certain topics, you can focus on these during the event or at least use them as a basis for planning your next event. Robots are already being mixed in with the guests at American football and basketball games, doing nothing other than measuring the mood and behavior of the people in the stadium.
Effective data collection and use
The challenge lies in the balance between collecting detailed data and user-friendliness. The aim is efficient and fast registration that also provides valuable information. The use of interactive tools such as live polling during the event can also provide valuable real-time data and increase engagement at the same time.
Future trends and personnel requirements
The event industry is experiencing a change in its personnel structure. Data experts and analysts are becoming increasingly important. This also means that existing teams need to be trained in data-driven decision-making processes. As an event organizer, you should invest in training your employees to familiarize them with the latest tools and techniques.
10 examples of how you can use data to personalize events:
Tailored agenda recommendations:
Based on the interests that attendees indicate when registering, personalized agendas can be created that highlight talks and workshops most relevant to their interests.
Personalized networking suggestions:
By analyzing participants’ professional backgrounds and interests, organizers can make personalized networking recommendations by matching participants with similar interests or complementary areas of expertise.
Personalized event apps:
An event app that responds to user behavior can offer customized suggestions and notifications based on users’ previous interactions with the app, such as sessions attended or interests shown.
Targeted email communication:
Organizers can personalize email campaigns based on attendee preferences and behavior to send relevant information and updates.
Customized content recommendations:
Based on the sessions a participant attends or views online, organizers can recommend other relevant content or similar events.
Personalized learning paths:
For education and training events, data from previous attendance can be used to create personalized learning paths with courses and workshops based on individual learning goals and interests.
Dynamic content customization:
For online events or hybrid formats, content can be dynamically adapted based on real-time data, such as participant interactions and feedback.
Individualized exhibition stands:
Exhibitors can use data on the interests and needs of participants to tailor their stand and presentations specifically to the visitor groups present.
Tailor-made experience areas:
Based on the interests of the participants, special experience areas or activities can be created on the event site that are geared towards specific topics or interest groups.
Personalized follow-up communication:
After the event, personalized thank you emails or surveys can be sent based on guests’ individual experiences and participation to get targeted feedback and better customize future events.
What does that mean for you?
The integration of data into all aspects of event planning and execution is no longer a distant dream, but a tangible reality. By harnessing the power of data, you can not only increase the efficiency of your events, but also create profound, personalized experiences for your participants. The future of the event industry is data-driven – and this future has already begun.
Curious about more trends?
Download the complete Event & Brand Experience Trend Report here: