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4 Ways to Get More Out of Your Event(s) – with Hubilo and Bright AV!

11.22.2021
Joseph Colangelo Co-Founder and CEO
By
Joe Colangelo

Last week, we were excited to be joined by Michael Arp of Bright AV and Liesl Perez of Hubilo to talk about data and its impact on events.  This session explored the current state of the events industry and how the pandemic has changed the game for events going forward.

Want to jump to get the down-low from the session? Here are the highlights:

Software is more dominant than ever.

There are more tools available than ever before to put on an immersive and engaging event. The implications of this shift in event tech capability have resulted in a handful of very important positive externalities:

Data gathering is way up – the average virtual or hybrid event is gathering 5-10x as much engagement data vs. their live events counterparts. Of course, the collection of more data puts a premium on the impetus to do something with that data.

Surveys and focus groups were the dominant tools of the past, now that insight generation is more real-time, has a higher level of granularity, and is not beholden to the sample size of your audience.  It means that measurement is getting more accurate and customer sentiments are getting more granular. Read: learn more of the right stuff to do, faster…

Let’s get into it. Audience engagement can be measured more granular than ever. This means that event organizers can measure at the track and session level, which sessions perform best, recruit and retain which audience segments the most effectively, and have the longest tail for on-demand consumption.  None of this was possible pre-pandemic.

‘Nice to have’ measurement is now ‘MUST HAVE’ measurement as content differentiation and personalization requests become heightened.  Your audience is likely in a “more of the right” content consumption appetite.

Data Stewardship is Key Today and Moving Forward.

As the value of event-generated data goes up, so does the responsibility for clear and transparent data ownership and privacy guidelines.  As event organizers, the generally accepted practice, is that you are the data OWNERS. To get started, ask yourself the following questions:

  • Does your contract with an event service provider spell out, specifically, that you are the SOLE data owner?  Or does the platform claim ownership of your data?  Are the rules the same for live data, live virtual data, and/or on-demand data?
  • Remember ownership does not equal stewardship – understand where your data is being held/stored.
  • Have a plan to migrate your platform data, typically post-event, to a technical asset you own – such as a CRM, AMS, or general database.  It can be as simple as getting all resulting .csv files for smaller events.

Focus on WHAT segment of your audience consumes WHAT content.

There has never been a time in the event industry when data generation around content has been so prolific. The resulting opportunity is clear – organizers can understand what content is performant and which is underperforming at a greater level of specificity.  However, with new opportunities comes new roles and responsibilities for event organizer teams.  

For example, who’s role is it to understand session and audience engagement.  Arguably the greatest gain area during the pandemic has been this ability to pinpoint audience trends across tracks, sessions, and to learn which cohorts or personas prefer what content.

 

The counterbalance to this rush to virtual in 2020, has meant that competition for eyeballs is higher than ever.  We’ve all experienced content fatigue, which puts a premium on CONTENT DISCOVERY.  How is your audience finding content?  How easy are you making it for them?

Knock knock…enter personalization.  The end goal of personalization is “discovering” the content for the end experiencer as part of the marketing or promotional cycle. This will undoubtedly change the paradigm around program design and speaker selection as data-driven decisions will dominate content selection in the future.

Lastly, we’re going to be entering the age when virtual/digital event content analytics will assist in designing the “back in the ballroom” content. Michael suggested that we’re already seeing this as organizers are focusing on “shorter- more concise sessions of heightened relevance”

Start your personalization approach today.

Personalization adoption is an evolution, and the earlier you start, the earlier you’ll start to see a material impact on your event goals.  A few of the key objectives we are hearing from clients include the ability to:

  • Better tailor session and tracks marketing to prospective attendees
  • Focus on tagging topics and interest areas to help create an ontology to understand what segments of your audience are engaging with what “type” of content
  • Determine which content isn’t cutting it. Then dump it!
  • Reduce the noise to decision-making for event prospects – remember the ease of discovery is key.

Dig in for the full session, we break down the current and future state of data in events with a smart and fun group of speakers.

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