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big data to grow your events

Using big data to grow your events

Posted on June 18th, 2018 in Big Data

Events are a big investment for organisations. To get the greatest return on that investment, you should use all the resources you have available to plan, market and coordinate your events effectively.

Big data is one of the most powerful tools there is for optimising every stage of an event. Not only does it tell you who’s coming to your events, it also tells you everything you need to know to target your marketing efforts and event activities, and to predict likely trends in the future.

What data do you need to know?

The more events you’re involved in, the richer your data will be. If you’re just starting out, data on similar audiences may be available. This can give you insights into:

  • who has registered interest, booked tickets or checked in at your event
  • what their interests and requirements are
  • what brought them to your website and what they did there
  • what people are talking about or searching for during your event
  • where your audience is distributed throughout the event
  • how they felt about the event

This data can be an invaluable aid in the following areas:

Event planning

Analysing attendance and satisfaction data from past events (yours or others) can give you a reliable idea of the best times, days of the week and types of venues that tend to be the most successful.

Targeted marketing

Big data enables organisations to identify their target audiences with ease. When you know who’s interested in your events, you can tailor your promotional efforts to the sites they visit, using marketing methods that appeal to them. When you have a list of previous attendees, you can even get in touch directly to welcome them back or offer incentives.

Personalised experiences

Good event organisers know that attendees have different needs. With big data telling you what these needs are, you can plan everything from activities to decor and catering to make sure every segment of your audience is satisfied.

Real-time adjustments

When your event is already in full swing, real-time data analysis can tell you which aspects are proving the most successful, which ones may need improvement, and which should be replaced. Responding to your attendees’ needs as soon as they have them will make them feel valued and leave a positive impression.

Crowd control

Big data isn’t only useful for keeping attendees satisfied – it can also keep them safe. By analysing foot traffic and crowd flow, you’ll be able to spot issues such as bottlenecks or crowding that could be solved with signage or event staff directing people more safely.

Future improvements

Big data can’t predict the future, but it can give you a good idea of where current trends are leading. This could help you to plan events six months, a year or even further down the line. Analysing feedback from attendees will tell you any areas you need to improve, to help make your event the best it can be.

Get the latest insights into Australia’s events industry

Find out more about what’s happening in the dynamic events industry at The Business of Events, a brand new conference coming to Sydney in 2019.

This two-day event takes place from 7–8 February 2019 at Sheraton Grand Sydney Hyde Park, and features keynote speakers, workshops and targeted networking.

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