An event planner’s responsibility now goes beyond just logistics and operations – they must be able to provide advice and guidance to clients by tapping data effectively. Photo Credit: GettyImages/metamorworks
A huge amount of data can be derived from events, and with the growing digital event landscape of the last two years the potential for gathering, analysing and acting on data has become bigger than ever.
An event planner’s responsibility now goes beyond just logistics and operations – they must be able to provide advice and guidance to clients. Using data effectively can help them make sound decisions and identify areas to improve.
Here are four ways event planners can harness the best of data:
1. Use data to influence an event at every touchpoint
Registration data is used in real-time to manage hotel attrition, flight bookings, airport transfers, dietary requirements and any other requests attendees might have.
“Post-event, data should be used to measure the return-on-investment (ROI) and return-on-objective (ROO) of the event, and to inform strategies for future events,” says Luther Low, regional operations director, Asia Pacific at CWT Meetings & Events.
“We routinely help our clients analyse data to understand how they can improve creative elements, logistics, operations, content, branding, and other aspects in their meeting and event programmes.”
2. Get up close and personal
The trend for personalisation is driving a more data-driven approach, with event guests expecting both the communication around an event and the live experience to be tailored in some way to them, according to Natalie Crampton, director at TEC.
“We deliver this personalisation through understanding behaviour from previous events and guest feedback and attitudes at the actual event, using data capture tools such as registration sites, mobile apps and social media,” she says.
3. Be thorough in your event reporting
The more data you collect from an event, the more essential it is to have a clear strategy about how you are using and managing this data. “Outline what data needs to be collected and how it will be used,” says TEC’s Crampton.
“We hold regular learning sessions with our clients internally as well to make sure everybody is up to date and up to speed with opportunities and trends in the data space to ensure we are all moving forward.”
4. Use data to manage how people network and move around an event
Movement and levels of proximity were key areas to manage as the event industry returned post-pandemic. Data can be used for ‘crowd shaping’ purposes, helping planners to better manage moments when large crowds gather.
For example, if the majority of attendees are indicating a preference for an outdoor space, consider hosting coffee breaks outside to give delegates plenty of space; if delegates are opting for plant-based dishes rather than meat, offer the more popular dishes in a bigger space.