DRIVING DATA
Luis De Souza , CEO of NFS Technology , reveals how to harness data and technology in order to better understand customers and businesses
n emerging trend at International Confex 2022 was data , specifically how it can showcase the power and reach of events .
Venues competing in today ’ s fast recovering marketplace now have access to better data tools than ever before . But the question is , how many have the courage and culture to make the most of what they discover ?
Conference News spoke to Luis De Souza , CEO of NFS Technology , to find out how to capture good data and how to leverage insights to continuously improve .
“ The industry has traditionally lagged behind other sectors , such as hotels and hospitality , when it comes to the capture and analysis of data – but that ’ s now changed radically ,” according to De Souza .
“ It ’ s now become possible for the first time to compare your venue ’ s actual performance not only against current competitors , but also against those who you would like to compete with and entire market trends ,” he adds .
Consider this When looking at data , Souza says you shouldn ’ t be afraid of what you might find . “ If you only rely on what you know , you can never evolve ,” he
Luis De Souza , CEO of NFS Technology
says . Instead , you should use the opportunity to shine a spotlight on the venue ’ s strengths and consider areas to develop . “ This will open up a whole world of possibilities ,” De Souza adds .
“ It ’ s also crucial that a venue has the culture in place to take that data , analyse it and draw actionable conclusions about the direction of the business ,” he stresses . This not only helps to strengthen the offering and open up new revenue streams , but the culture also helps make “ solid decisions based on more than gut instinct and guesswork ”, De Souza says .
According to De Souza , this level of data comparison has never previously been available to venues . “ For example , users of Rendezvous , venue management technology by NFS , are now able to subscribe to a national survey that constantly measures the progress of the industry www . conference-news . co . uk