According to Liz Irving , CMO North America executive vice president at Clarion Events : “ We have a real opportunity to use this data to help tell a story – use data to guide what your customers want . Always ask what they want and do that

first , but also see how they ’ re engaging and responding to it .”

“ It ’ s allowing us to open our eyes and see there ’ s a much bigger audience out there that we can reach , and even more tailored and bespoke opportunities – and we can do it differently ,” she continues . “ We have to ensure that the content is right , the platform is right , the experience is right in order for them to be able to get value .”

Event data management helps

organisers understand which parts of their event resonates with audiences so they can create more relevant , personalised experiences . It also provides actionable insights into audience behaviour , allowing marketers to make informed decisions about future campaigns and product development .

The key benefits of event data management include , understanding where your target market spends time online ; being able to identify areas of interest within your content ; a deeper understanding of user behaviour across multiple channels ; and being able to create customised marketing strategies based on individual interests .

Irving adds : “ It ’ s okay to not

get it right the first time . The idea is that you want to try and the more you truly understand what your customers want , you can deliver and iterate from there . This is an area that we ’ re still learning about . You have to be a little risky by being okay with not having all the answers . It ’ s okay to try but learn what ’ s working – do more of it and where you see something not working , or customers not engaging , move quickly to let it go .

“ We ’ ve done that over the past year . It ’ s a hard thing personally to do as a leader but what is so rewarding is , you learn as you go and you improve as a team but most of all , you deliver new value to delight your customers providing the product they need .”