This blog post features the fifth trend in our series of 5 Big Trends in Meetings and Events for 2013.
Are events having an impact on business? Are they really accelerating sales, supporting the brand, delivering the right messages, improving customer loyalty, or effectively training your sales people?
In an era of big data, events generate a lot of it. Insights gained during the registration process alone deliver significant intelligence from which the true impact of an event can be measured and better decisions can be made. Add to this the data collected through event-related social media, mobile interactions, community conversations, and one-to-one appointments, and event owners quickly find themselves with a wealth of actionable intelligence.
Tracking the Actions
“The only way to generate value from an event is through the actions taken by participants. It is not enough that they feel or think; they actually have to DO something which creates value for the stakeholders.” – Event ROI Institute
Creating and proving event value to stakeholders is what drives innovative event professionals and marketers to seek deeper and more meaningful measures of performance and ROI. Event professionals will turn to solutions that allow them to measure every digital touch point and understand sentiment, interests, and behavior to determine their events’ real business impact. They will build a complete story of event ROI using data from many sources including social media, email, and search engines, event registration, appointment engines, session interactions, event communities, surveys, event budgeting, and cost tracking.
With better data comes greater insight and predictability across the lifecycle of events. And as the integration between marketing automation and event management deepens, analysis of brand awareness, lead generation, and sales impact will be grounded in meaningful event intelligence.
In capitalizing on this trend toward event intelligence and ROI, enterprise event management platforms help organizations maximize event spend to deliver more successful events. Today’s platforms enable managers to engage attendees before, during and after the event—facilitating connections among attendees, between attendees and exhibitors or sponsors, and between attendees and product experts or sales executives—all the while capturing the data necessary to better understand attendee demographics, preferences and behaviors, and ultimately measure event success.
The CMO Dashboard is truly lighting up with clear evidence of how events deliver ROI and contribute to overall organizational objectives. Executives are being armed with meaningful information for more effective decision making and they are seeing the true impact of their event spend.