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Troubleshooting But what about those industry professionals who are unable to invest in similar technology ? Is audience profiling still possible , if so , how ? “ Anyone can do audience profiling if they want to . I think there ’ s a misunderstanding on a client level , that profiling your audience is more complicated and more work – therefore , it ’ s not something to engage with .
“ But once you have the planning / methodology set , it ’ s easy . Your methodology starts with questioning the audience in a meaningful way at the start of the project , then tuning your delivery ,” says Rose .
So , what ’ s the most budget friendly way to do this ? “ You can ask questions by conducting research and / or surveys . You can create Google forms for nothing , which can build into your registration routes ,” says Rose . “ You just need to ask the right questions and take what you ’ re asking seriously ,” says Narain . Alternatively , eventprofs can monitor social media conversations to identify key trends .
“ Audience profiling doesn ’ t have to be expensive ,” Rose reminds us , “ the expensive part is the time .” This is especially true when it comes to analysing and storing the data . Across the board , the eventprofs recognise that raw data can be overwhelming .
“ Integration is key to making sense of the data ,” according to Grant . “ At Moodys , our website data integrates with our email marketing platform , our CRM and Survey Monkey – then at the end , it all goes to Power BI and comes out as a neat report .
“ We used to spend quite a long
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“ Audience profiling demonstrates that event organisers actually care about the attendees and their event experience . It helps individuals feel valued , heard and respected .”
– Priya Narain
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time trawling through data or survey results , but now we have a dashboard for every single event that has the survey results , companies who attended and the registration list . We can pull that as a PDF or share as a live link with our stakeholders .”
Similarly , for AudienceDNA , Rose says the agency has an analytic engine that helps break down the information into “ easily digestible insights ”, like key patterns and trends within each category . This then allows event organisers to make “ informed decisions ” about the event ’ s format , content , speakers and communications strategies . “ Working with raw data is a core part of our work . If Live Group hadn ’ t started as a company with its own DMS , that would have been a real speed bump for us ,” he adds .
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In terms of storing the data , Bruce says it needs to be treated as sacred , and anonymised after the event is delivered . “ You must be left with almost a fingerprint of a personality that helps identify trends and look at what content really interests people .”
Audience profiling is clearly a must for 2023 . “ If event organisers aren ’ t already looking at audience profiling , they should implement it into their strategy as soon as possible ,” advises Narain . “ Anyone who doesn ’ t , will probably find themselves at a disadvantage and find themselves at the bottom of the pack when it comes to winning new clients and new business .”
The time is now to remove the guess work and really get to know your audience , all you need to do is start by asking the right questions . CN
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