One of the most common questions we hear when talking about data and events is….
“I have more data than I know what to do with, now what?”.
It’s true that most events are not suffering from a lack of data generation or collection when it comes to their attendees and exhibitors. Despite this, many event organizers and marketers are still at a loss when it comes to developing insights and action using their data.
Most event data revolves around two groups: Attendees and Exhibitors. The logical place to start attendee data analysis. Attendee data tends to have the most variability year to year, and attendee acquisition marketing is always a moving target. Additionally, most event, conference and trade show marketing teams are tasked with showing attendee growth in order to keep pace with exhibition floor growth. And it’s not just getting more warm bodies in to fill the floor, they need to attract the attendees that exhibitors want to meet.
Let's focus on the attendee data that can help us understand our current attendee audience, and where we can grow the audience. The attendee data sources we find generate the most insight are:
We recommend using the last 5-6 years of data from these sources, if available. Ideally, you will have enough years of data to help you understand your most recent history and see how changes in location, price, and strategic event decisions such as doubling the size of programming, have impacted your attendees’ makeup.
Now that we’ve identified where to start, what types of insights should we look for?
It depends on what you’re looking to accomplish. Here are a few analysis goals we hear often:
"I want to grow registration revenue to diversify away from exhibition and sponsorship."
"I need to grow my attendee base at all costs because my exhibitors need MORE and MORE QUALIFIED buyers."
"My board wants to grow into adjacent industry “X” – how many of those people do we have coming today?"
How do I get there?
Some deeper questioning allows us to recommend which metrics you should be tracking:
The key to unlocking event growth is to put the power of your data insights into action. Here's how you can apply your data insights immediately for attendee acquisition marketing:
So, we’ve touched on the focus, the insights, and the applications of event data. Now do you have an idea what to do with your event data? The answer should be a resounding YES.
Stay informed of market impacting events through the lens of Bear and learn about our latest offerings.