We hosted Event Data in Action on March 30th, 2016 to learn more about the value associations, trade show and event organizations are placing on using data to gain insights and drive actionable outcomes for their events.

The panel for the event was led by Kiki L’Italien of Amplified Growth and featured Larry Wilson of the National Confectioners Association and Jack Cutts of the Consumer Technology Association. Needless to say, it was an exciting discussion and the audience was engaged.

See our Top Nine Takeaways from Event Data in Action below:

  1. Quality matters – it seems obvious, but you’re simply not going to achieve desired results with dirty data. Period.
  2. Protect your data – your trade show and event data is a valuable commodity and both Wilson and Cutts said they wouldn’t sell their data to an outside vendor.
  3. Use data to tell a story – as L’Italien told us “There’s tons of data out there, but the value is in the stories the data can share.”
  4. Sometimes you just have to starting asking questions – you’ll never get any answers without diving in and asking questions.
  5. Be sure that you’re asking the right questions – the best way to tell a story, as Cutts consistently pointed out at the event, is to get the answers you want by asking the right questions.


“There’s tons of data out there, but the value is in the stories the data can share.” – Kiki L’Italien




  1. Data moves fast – it was clear that our event participants crave real time metrics and data to keep up with the frenetic pace of large-scale trade shows and  events in today’s world.
  2. Step back to see what you’ve accomplished from your data analysis – as Wilson said, “The simplest way to show value of data is: What did we learn?… The results it achieved.”
  3. Along those lines, always have a clearly defined plan for your data – in a past blog post we highlighted the importance of having goals going into your data analysis. Without goals, you’ll never fully understand the success of your data.
  4. And lastly, data is nothing without insights – or as Wilson nicely summarized “There is data and insight. The magic is in the insights: the what? So what? And What now?”

Check out the Associations Now article to the get the full recap on “Data in Action.” 

Want to see what the audience had to say about the event? See the Highlights Below!