Attendee data analytics biggest challenge for event marketers: Kristen Alexander, Certain

Kristen Alexander, CMO of Certain, in an exclusive interview with Techseen, explains how marketers struggle to demonstrate complete return on investment from events.

Live events continue to be a top area of spend for today’s marketers, accounting for almost a third of all yearly marketing budgets. According to a new research by Forrester, in-person events accounted for nearly 20% of all marketing spend in 2015 and that year nearly 30% of marketers admitted that they treat events as one-off experiences rather than as part of an integrated digital and physical experience.

Event automation solutions provider, Certain, believes that the inability to capture event-based buying signals in real-time to determine prospect and customer intent inhibits marketers from personalizing event experiences and mapping them to the customer buying journey.

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