27 Feature
Bruce Rose , Emma Grant , Lauralee Whyte
predict what audiences are looking for – but they can use audience profiling data to help them fill in the missing gaps .
“ Covid-19 showed us how important data is because we were able to capture it much easier . For example , virtual events allowed us to not only see who registered and attended , but who participated in polls and / or breakout rooms as well as who dropped off after five minutes . We were able to work out how engaged audiences actually were ,” explains Grant .
The teams at Live Group and Moodys wanted to explore this data further and apply what they learned at virtual events to live events . This ultimately encouraged them to develop their own audience profiling tools .
“ We created our own bespoke website , Moodys Live . Once an account is created , every event you sign up for is linked to your account , which saves time having to fill out multiple registration forms . It allows us to see ‘ okay , so this person
created an account on this date and since then , they have registered / attended X amount of events ’. Our website also has a built-in preference centre , which provides us with a targeted distribution list and ensures quality over quantity in terms of attendees ,” explains Grant .
Over at Live Group , the agency ’ s audience profiling tool works a bit like a personality test . Rose explains : “ AudienceDNA is a quick mechanism to discover the attributes of a given person ( perspectives , interests , preferences ) and therefore an audience in an events context . AudienceDNA places each audience member into one of 16 categories , which detail their content and communication preferences . It ’ s based off 98 % accuracy .”
Bruce tells me AudienceDNA has changed how the agency delivers events . “ As part of registration , attendees would be given the option of ‘ would you like us to help build the event around you ? If you would , please take a minute to answer these questions .’ All that then goes into a background database , where we see the entire cohort of people attending the event .
“ The more people who take AudienceDNA and the more events we do with it , the information only gets more critical and valuable . We are trying to share these insights with the wider industry , because ultimately , that helps make the industry better and that benefits everyone ,” he adds . www . conference-news . co . uk