Analytics
Analytics: the untapped route
to improved performance
Denzil
Rankine,
Executive
Chairman,
AMR
International
debunks some
myths and
explores how
organisers can
benefit from
analytics by
making better
decisions and
improving
customer
outcomes,
while also
increasing
profitability.
Denzil
Rankine is
Executive
Chairman
of AMR
International
denzil.
rankine@
amrinterna-
tional.com
34
Issue 4 2019
e all know that
analytics are used
extensively by big
businesses such
as retailers or banks which are
desperately seeking advantage in
competitive markets, as well as
by developers of self-driving cars.
In events, we also see some major
organisers making investments in
analytics. These include hiring data
scientists and investing in technology
to collect and manage increasing
levels of data. But these investments
are not a prerequisite to using
analytics to make better business
decisions.
Analytics is no longer reserved
for the biggest businesses for two
reasons. First, the rapid advances
in tools that derive value from data
have made analytics accessible to
much smaller businesses – including
event organisers beneath the top tier.
Second, like any other business, an
event organiser cannot fail to capture
vast quantities of data, just by being
in business.
So what can we use analytics for?
Tailoring or developing the event
Understanding which industry
sub-segments are in demand allows
organisers to improve the positioning
of events, to shift focus or prioritise
future expansions. Event participants,
as well as some non-participants,
leave data exhaust in numerous
places - on the website, at the event,
via email and digital media usage.
Their interactions and behaviours
are the source of real evidence that
can inform decisions about launching
or splitting an event, whether to
co-locate or relocate, or change the
frequency of an event.
Organisers can also use analytics
to identify and target exhibitors’ most
sought-after industry sub-segments,
by measuring demand for specific
sub-segments based on exhibitor
re-targeting spend, location tracking,
and network connections. Organisers
can respond to proven needs by
measuring interactions, changes
in the popularity of topics and the
emergence of new topics.
Improving the event for
participants
Beyond strategy, organisers can use
analytics to improve the utility of the
event, as well as the experience for its
participants.
Analytics can support
recommendations or match visitors
with relevant exhibitors based on
interactions within their pre-event
customer journeys, including website,
newsletters, and contributed content.
In addition, organisers can use
analytics to create a better on-site
journey. Using location tracking
and heatmaps, organisers measure
the effectiveness of event layouts,
including adjacencies, groupings,
and time-based promotions, allowing
them to make more informed
decisions on how to improve the
experience, as well as the number
and quality of connections.
Demonstrating ROI for exhibitors
and sponsors
Organisers can use analytics tools to
demonstrate the ROI of an event for
exhibitors and sponsors. Individual
location tracking, for example,
enables organisers to showcase the
number and the quality of visitors
which were exposed to exhibitors’
booths and sponsorship content.
Exhibitors can, in turn, use this
information to better link event spend
to sales leads, securing the marketing
budget for next year’s event. Location
tracking data also allows organisers
to quantify and communicate the
incremental attendee interactions
Strategic Event Efficiency
Tailoring or
developing the event
or event family. Improving the
event for event
participants;
Demonstrating the
ROI for exhibitors
and sponsonrs. Improving
operational
effectiveness and
profitability.
w w w.exhibitionworld.co.uk