35 19 Association Feature comment |
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develop it into insights , how does one use this in order to improve an event already in progress ?
Prevett talks about having clear objectives for the usages of your data : “ The big thing is , how can you impact the outcome of your event , during an event ?
“ I always think there are three groups of people that you ’ re looking to alter the outcomes for . So one is your partners and exhibitors . One is your delegates . One is your team , like your sales team or your marketing team .”
Lidgey reinforced the message that KPIs and objectives is critical for utilising data down the line , he says : “ Let ’ s say you ’ ve got five KPIs , you ’ ve got three greens and two reds . The two reds are indicate that , against the benchmarks , they are below the score . What can then happen is we have we had a phone call with our client services team to indicate what that might mean . For the client , that means they can
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“ It ' s no longer acceptable when a client spends half a million pounds , on an event series or campaign , which is in a live space and the data quality is non comparable .”
- Peter Lidgey
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make changes so that they ’ ve got the data , which is very live in previous days .
“ We see the most impact when it ’ s over a longer period of time , because there are more shifts and more locations . Then we can start to do some deeper analysis in comparison to past data sets , to help a client really understand where they ’ re winning and where they ’ re not .”
So , how do we implement this practically at an event ? Having a goal in mind is a great setup , but the roadblock for many organisers will likely be the ideal implementation of a data strategy .
Prevett spoke about examples of how to change onsite experiences utilising data collated at that event : “ If you ’ re able to a spot if a
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particular sponsor is not getting traffic to their stand then we can assess how to change that . Can we send an audience notification to people to encourage them to go to the stand ? Can we do something to alter the flow of traffic to get people to that stand ?
“ Something else we ’ ve done with clients , is things like pop up sessions . If you can see that a particular session has been really , well attended .”
In the process of innovating on the data front , the venue must be involved in any live alterations ,
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