Data tracking and Analytics for online event planning

Data Tracking And Analytics For Online Event Planning

How to use physical event data for online event planning  amid COVID 19 outbreak

The disruption of events due to technology has brought many new concepts within the field of event planning. Terms like event apps and marketing automation were alien 10 years ago. But now, these terms play a crucial role in overall event planning, especially for online event planning.

Much of the credit goes to the digital presence of the event. The digital world relies heavily on the power of data and hence, Data insights are the tools for the event planners. In this article, we’ll share some quick hacks of utilizing data for better decision making. We will also understand how to use these insights in case you’re shifting towards Virtual events amid the coronavirus crisis.   

Data insight Analysis comprises of these three crucial steps- 

1. Collection

2. Tracking and Analysis

3. Getting insights

For effective event planning, it’s important to focus on all 3 above-mentioned steps. This is how it can be done- 

1.Collection and identification of relevant data

  • Identify the various stages of event planning where you can collect the data. This can be the pre-event marketing stage, during onsite event check-in or the feedback session. You might have this from your earlier events too. 
  • Various event-tech solutions can ensure an effortless collection of data. You may also list your event on the event discovery platforms. Such platforms are visited by the event-goers around the globe and help in the lead collection.
  • Event tech accessories such as event apps are also effective for the collection of data. Event apps are very interactive for the users, making the collection of data an effortless process. 
  • Digital kiosks also eliminate the need for human intervention for the collection of data. The attendees interact with the kiosks on their own and this interaction is totally voluntary. This interaction can be made more interesting by including gaming and quiz. 
  • Apart from the above-mentioned methods, you can use traditional digital marketing methods such as email marketing for data collection. 

Key takeaways for virtual events during Coronavirus outbreak-

  • If you’re going for virtual events during these turbulent times, it is much easier to focus on the collection of data. 
  • Beyond just check-in and time duration, You can track virtual interactions between the attendees and the exhibitors attending the virtual event.
  • Tech accessories such as event apps are sufficient for the collection of data when your event is virtual in nature. 

2. Tracking and Analysis

  • Keeping a track of the data is the core part of overall event data management
  • You may be using different event technology tools for the collection of data. Make sure that such tools are equipped with API integration features so that you always have the leverage to get all the data at your personal CRM. 
  • Segregation of data is another important step that you need to make your data meaningful. Data is nothing but a bulk of information without this process. You need to process it further to get the best out of it. 
  • Define your goals well. This will help you in the segregation of data. For example, if you wish to figure out the most popular booths among youth. Then ‘age’ will be your metric for the data that you got via RFID wristbands. It is even possible to make industry-wise segregation in case your event is B2B in nature. 

Key takeaways for virtual events during Coronavirus outbreak-

  • This process remains more or less the same whether your event is virtual or not.
  • All you need is a centralized tool to have all your data at one place for further processing and analysis.

3. Getting insights

This is the last mile in your journey with the data analytics.  It is here that your data speaks to you and you get those much-needed insights. Here are some strategic elements of your event planning you can improvise using data-insights 

  • You can use data to personalize the attendees’ event experience. As per the taste of the attendees, you can automate recommendations via mailers. These days, it’s also possible to set personalized interactions on digital kiosks. 
  • You can use the data to understand the persona of your attendees. You can bring the event in line with the attendees’ persona. This helps in enhancing attendees’ event experience. 
  • The power of data is not just confined to the digital or the online world. RFID wristbands allow the onsite tracking of the attendees during the event. Tracking the movement of the attendees on the venue doesn’t only help in crowd management. You also get the much-needed insights to identify the strong and week points of your event. 

Key takeaways for the virtual event during Coronavirus outbreak-

  • The insights that you get after the analysis can help you improve the virtual event experience. 
  • You can also personalize the experience of the attendees by recommending the virtual booths based on their previous actions. 
  • In virtual events, it is also possible to analyze if exhibitors are getting sufficient exposure or not. 
  • You also need to keep a track of various technical glitches that might occur during the interaction. 

Data is the new oil– It gives way to rational decision-making, which makes the process a lot result-oriented. Data makes more sense when used with the right event technology solution. Around a decade ago, Technology was seen as a threat to face-to-face meetings.

Away from all those speculations, technology has made face-to-face meetings a lot more meaningful. As events are getting canceled and event planners are shifting towards remote/virtual events, data utilization for making virtual event experience is more far easier then it sounds. 

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