When planning for an event, using data effectively can result in more efficient event management and higher attendee satisfaction. (Generated with AI) Photo Credit: Adobe Stock/Summit Art Creations
Data has become more and more essential to the events industry, and because of this has also become more readily available.
A recent survey of 407 industry professionals conducted by Ovation
Global DMC has explored the benefits and challenges of data collection
and how data is transforming the event industry.
Approximately 60% of the industry professionals surveyed were event
planners, of which 66% shared that they used data from feedback and
survey tools to enhance customer satisfaction and create personalised
communication strategies.
Data collection was also found to increase efficiency and
profitability, with 50% of event suppliers using data to measure event
success and ROI. At least two-thirds of event suppliers have stated that
data collection has allowed for the creation of new products and
services based on client needs, as well as improved customer service and
support.
However, collecting data comes with its own set of challenges – 77%
of event planners have said that obtaining reliable data is a top
concern, while suppliers identify gaining employee consent as the
largest challenge.
When planning for an event, using data effectively can result in more
efficient event management and higher attendee satisfaction.
“I strongly believe that data is the future of the industry,” shared
Rutger Hoorn, vice president of global sales & strategic
partnerships at Ovation Global DMC. “Data has been a game-changer for
events, and has helped us plan more effectively, measure our outcomes,
and enhance our attendee experience.”