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Bear Analytics would like to thank Margo Pierce, an author for Expo Magazine (@ExpoMagazine), for her fantastic article which mentions our own CEO and Co-Founder, Joe Colangelo (@joecolangelo). 

Not only is Margo a contributing writer for Expo Magazine along with ExpoWeb, but she is also a contributing writer for the American Association for the Advancement of Science (AAAS_News). When she isn’t being a contributing writer, she is a freelance writer for www.writingdiva.com.

We have Margo Pierce’s entire article inside.

Your registration vendor, mobile app provider and any other contractor associated with electronic activity is a potential source of data for the show manager. Sorting and analyzing data from third parties, however, can be daunting.

Preparation is essential, according to Joe Colangelo, founder and CEO of Bear Analytics.

“Don’t contour your strategy to the information that’s coming in,” Colangelo says. “Start with the strategy and then request the information. Start with general questions.”

• If you run an association show, what percentage of registrants are members?

• What information is available on exhibitors?

• How many people used show app to complete surveys?

Once you have identified the general show information available, decide what information will be useful to you.

  • Define information needed. Bring together everyone who will use the data—marketing, sales, logistics—and ask them what they need to know and why. Then decide on your goal. For instance, do you want to grow attendance? Grow the showfloor? Diversify participation?
  • Choose the form of presentation.“Visualizations are really powerful when it comes to a huge set of information,” Colangelo says. A spreadsheet that lists 3,000 names and and a dozen different tabs is “just the same version of the old problem,” he says. Make the vendor give you the data you want in the form you want it.
  • Control for problems. ”The first problem (is that) you’re susceptible to the fidelity of the information, the quality of the information they’re collecting,” Colangelo says. For example, a company’s name could be spelled incorrectly in several places. The data could reflect 10 different companies sending a single person—instead of 10 attendees from one company.

“The second problem is…if the information that you want is in two different places,” Colangelo says. If that is the case, you need a professional to marrying together raw data sources that can tell the complete story.

Analyzing data can range from a simple to complex exercise, but the goal for the effort can be a better show.

Click here to see the original article.
Posted by Margo Pierce

… View all articles by Margo Pierce →

Photo by pippalou