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Tech Tuesday: The Value of Big Data

Kaitlyn Tatulli |

Event professionals sitting at a table discussing the value of big dataEvents are not only expensive, but they are time-consuming both for planners and attendees. While event technologies, like event management software, have been created to optimize your budget and time, they also provide you with valuable big data. Utilizing your big data in your events can increase your success, event ROI, and attendee satisfaction.

Learn how to unlock the true value of your big data to optimize your meetings and events.

What is big data?

Male business professional with a questionable expression on his face

Big data is what it sounds like, a large volume of structured and unstructured data that has the potential to be used to help companies strategize more efficiently and make better decisions.

In the meeting and event industry, this data usually comes from features of event management platforms, like event intelligence. Planners can collect big data at their events through their mobile event app. social media, RFID, Bluetooth, near-field technology, and more!

With evolving event management software, the volume and velocity of which the data is being collected has increased, giving planners more robust event insights and opportunities to increase ROI and better future events.

How does big data add value to meeting and events?

Building blocks to symbolize the power that big data has on your event

If you’re using an event management platform during your meeting and events you are collecting tons of data. But how is big data valuable?

Big data can tell you which sessions were the most attended, which booth drew the most traffic, the characteristics of the most and least engaged attendees, the keynotes that attendees found the most engaging, the campaigns that delivered the highest on-site conversion, and more. If your event management software offers a mobile event app, you will capture data like attendee’s speaker and session ratings, surveys, and live polling feedback.

The value of this data is self-evident. With big data, you can paint a clear picture of who your attendees are by learning their behaviors and interests. This information can be applied to determine your event ROI and better future events.

How can I utilize big data at my next meeting or event?

A group of business professionals clapping and cheering at the conclusion of a keynote speaker

So now you understand what big data is and how it’s valuable. But how do you implement this value into your events?

Here are some of the top ways to integrate your big data into your events.

1. Registration

If you use an integrated event planning software platform during your events, you can integrate the big data you collect from pre-event questionnaires or surveys. This information can be used to define multiple things, including attendee types (student, speaker, exhibitor, etc.). Using these types during the registration process to ensure attendees are not asked questions that are not relevant to them. Depending on the specificity of your pre-event questionnaire, you can suggest sessions, activities, or booths to certain attendee types, providing your attendees with a personalized experience.

2. Profitability

With all the planning and money that you put into your events, you need to ensure a profitable return on investment. Not only can analyzing your big data help your track your measure spending power, but it will also help you earn money. Specifically, after analyzing your attendee demographics you can sell sponsors an opportunity to get in front of your audience through targeted push notifications, adding their logo to polls, or certain sessions that you know, based on past big data, that your attendees will attendee.

3. Post-Event

After your event, you can use the big data you collected to understand who attended your event, the demographics of those attendees, their interests, and the direct feedback they provided you. This post-event big data can help target your marketing for future events and help you better tailor your future events to your attendees.

As you can see, the possibilities for using your big data to improve and drive ROI at any stage of the event lifecycle are really endless.

Are you collecting big data from your meetings and events? How are you capitalizing on the value of big data? Let us know by commenting below!

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This Post was Written by Kaitlyn Tatulli

Kaitlyn Tatulli is a graduate from Fairfield University with majors in Digital Journalism and Psychology and minors in Women, Gender, and Sexuality Studies and Computer Science. Currently, she is receiving her MFA from Fairfield University. Kaitlyn...

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