12 Feature
MAPPING MATTERS
Louisa Daley , deputy editor , Conference News , explores how technology and AI can help organisers get to know their audience hen it comes to events , there is a common misconception that you can only know your audience once they walk through the show doors or fill out that all important post-event survey .
However , this narrative is changing thanks to the evolving technological landscape . AI and technology are creating new opportunities for organisers pre-event , by providing them with the ability to gain valuable insights about their audience .
I spoke to Bruce Rose , head of audience , Live Group ; Margaret Launzel-Pennes , CEO , Pop Experiential ; and Fab Giovanetti , CEO , Alt Marketing , to find out why organisers are audience mapping and how it is revolutionising event experiences for the better . mapping as a process of creating ‘ profiles ’ of possible attendees , based on demographic , behavioral and psychographic traits , with the help of technology . “ By segmenting your attendees , it helps you customise your event to suit their tastes ,” adds Giovanetti . From arranging the speaker line-up and session topics , to deciding how you push out your event marketing , everything can be designed with the audience in mind .
“ The content is almost crowd sourced . The kind of content that we are giving them , is the content they are asking for .” echoes Launzel-Pennes . In doing so , the content that organisers deliver on-site can “ really resonate ” with audiences , which in turn “ boosts engagement and interaction during the event ,” as Giovanetti explains . Using age demographic as an
Starting from scratch “ AI and technology are really shaking things up in a fun way for organisers . It can help organisers get a head start in understanding who ’ s coming to their event , before it even begins ,” says Giovanetti .
Across the board , event professionals define audience www . conference-news . co . uk