Are you Getting the Best out of your Event Data?

Are you Getting the Best out of your Event Data? | MCI Group | Events

Calendar icon March, 06 2019

Event data offers companies and associations unparalleled valuable insights about their event’s performance.

Moreover, they can 'guide' decision-making processes towards the improvement of future endeavours. 

Quite neat, if we do say so ourselves. 

What is crucial to consider though, is that event data gathering – commonly achieved by sending out post-event surveys – is not a one-off task.  

It is essential to consider it at every stage of the process. If the data collected before, during and after the event are interpreted correctly, they can be great indicators of key stakeholders' behaviour in the following core areas:  

  • Relation with a specific industry type 
  • Overall preferences  
  • Expectations and for identifying their buying personas. 

Despite the ever-growing connection between the industry, the digital landscape and the age of big data, extracting the most useful elements from a huge pile of information is not an easy task. There are various platforms and CRM tools that facilitate the various methods of data collection, but it all comes down to agreeing on the most effective way to interpret the data - turning it into useful knowledge that will elevate future events and attendee experiences. 

Below are 3 key factors to consider before you start digging into extensive piles of collected event data:

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Determine KPIs, and then agree on those you will keep 

It is important to identify the purpose behind why you are organising the event and the goals of the event, and then tie them up with your overall event strategy.  

The amount of information that can be gathered by one single event can be overwhelming, especially when there is no clear framework in place for understanding how to use them.  

Make sure to identify and agree on your KPIs and how they are connected to different types of information. This will help facilitate the data gathering process. And having every party involved is vital for translating them into powerful tactics. 

Track and measure your online traffic 

There is a big difference between those who visit your event's website and those who attend the actual event.  

Your marketing efforts should aim at driving traffic to your website, but at the same time they should also focus on generating sales. Keeping track of channels with a higher conversion rate and checking for potential gaps in the attendees' online journey, allows for greater strategic improvements.  

It also further facilitates the collaboration between your marketing and sales dedicated teams. 

What are your target audience segments? Identify them 

Consider your demographic data as a pool of information.  

From there you can get deep insights into the different segments within your target audience and determine the best way to approach them more effectively.  

Furthermore, knowing more about the people who are attending your event provides a more holistic understanding of your potential media coverage. It should be treated as an extremely effective way of evaluating your brand's exposure and your event’s impact. 

At MCI, we are using technology in alignment with the key needs and goals that organisations require to deliver impactful meetings and events for engaging and activating their audiences.  

Contact us to find out more!



Maria Kriva

Maria is a Content writer at MCI Group, covering stories on association membership and growth, sponsorship, attendee engagement and conference impact; former online journalist and avid film critic.

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