BUILDING A DATA-DRIVEN EVENT STRATEGY10.1.2015

Alexandra Gibson

@Gibsondm

CMO

Event Farm

o Event data fundamentals – including the lingo

o How to successfully create your organizational data

map

o Qualitative vs. Quantitative data: aka Contextual vs.

Transactional

o Tips and tricks to navigate the data game

Joe Colangelo

@JoeColangelo

Co-Founder and CEO

Bear Analytics, Inc.

Source: Josh James, DOMO

https://www.domo.com/blog/2012/06/how

-much-data-is-created-every-minute/

We Are

Obsessed

With Data

3 Pillars of

Data in Events1) Data

collection is

accelerating

2) Data fidelity is

higher than ever

3) Data is now a

MEANINGFUL

currency@BearAnalytic

s

#EventData

So what does it

mean for me?

Event

Professional@BearAnalytic

s

#EventData

The Lingo

Contextual vs. Transactional

Structured vs.

UnstructuredActive vs. Passive

Yesterday: Events were Focused

on Contextual Data

Surveys

Focus Groups

Interviews

Committees

It still works!

Based on a

sample

Lead and prep

time

Measured after an

experience

@BearAnalytic

s

#EventData

Transactional Data is

the Future.

@BearAnalytic

s

#EventData

Event Intelligence is Powered

by Transactional DataAttendees engaging with systems dedicated to

executing a transaction AND collecting behavioral

information

o Point of sale (registration)

o Session scanners

o Social media

o Beacons/NFC wands

o Speaker modules

o Event apps

o Desktop/Mobile engagement

o Hotel pickup reports

o Digital floor plan selection

o Content consumption – Ex:

second screen apps

o Wands/voting tools/kiosks

@BearAnalytic

s

#EventData

Structured UnstructuredData that is assembled and

stored in an ordered fashion.

Conforms to a prescribed

data model.

Ex: Registration logs, app check-

ins, session scans.

Data not organized in a

defined manner, typically text

or contextual in nature.

Ex: Facebook comments, Tweets,

app comments, etc.

@BearAnalytic

s

#EventData

Active Passive

Data and or information that

is generated directly by an

action taken by an individual.

Ex: Websites, email opens, in-app

purchases, check-ins, exhibit

scans, etc.

Information generated and

collected without an individual

actively contributing to the

generation process.

Ex: Beacon, RFID, NFC, and other

location-based technologies.

@BearAnalytic

s

#EventData

Creating YOUR Data Map

The detailed layout of all internal or

external places where your event and/or

organization is collecting and storing data.

data map: [dey-tuh map]

Identify where YOUR data lives

Sponsors

Event Registration

Members

Exhibitors

Publications

Marketing Prospects

Education

SocialMedia

Committees

Where Does Your Data Live?

Where Does Your Data Live?

Clean and Consolidate the Information

DuplicatesDuplicates

Mispelings Abbrevs.

Mis_ing data

Misdirec

Dirty Data is Part of the Job

tio

n

Metrics that

matter

Where

are my

VIPs

hiding?

Loyalty

GeographyTiming

Engagement Revenu

e

EducationTim Johnson (#203-

465)

Vice President of BD

When does Tim

register, meet,

share, engage?

Who is Tim meeting

and what content is

he consuming?

What is Tim’s

willingness to travel or

total event

investment?

How much is Tim

paying to attend?

Is he using comp

codes or always

registering early?

How many times has Tim

attended our event |session |

hotel in the last 5 years?

What sessions or CE

is Tim attending?

Metrics That

Matter

@BearAnalytic

s

#EventData

Behaviors > Demographics

Before: “All CEO’s do X”

Now: “Of all people who do X, 18% are C-

Suite”

@BearAnalytic

s

#EventData

RESULT:

Knowing Your Customer

BETTER

Target messaging

Personalize experiences

Lower delta between

expectation and experience

Acquisition costs are reduced

@BearAnalytic

s

#EventData

Tips

and

Tricks

Leverage the

Power of

PartnersCollect master reports

Emphasize data transparency

“Eat at your own restaurant”

Do Not

Fear the Findings2

Efficiency

Compounds3

Celebrate the

Wins4

Data Cuts

Across

Silos

IMPACT AREAS:Where data is generating efficiencies

MarketingAttendee

ExperienceFinancial

Are we driving more

revenue, reducing

our costs, and

generating more

profit?

Are we marketing

and monitoring our

events more easily

and with greater

impact?

Are we lowering

the barrier to

experience value

for our attendees

– in real-time?

@BearAnalytic

s

#EventData

Joe@BearAnalytics.co

m

Joe Colangelo

Co-Founder and CEO

@JoeColangelo

Thank You.@BearAnalytic

s

#EventData