the future of data and events
TRANSCRIPT
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THE FUTURE OF DATA AND EVENTSSeptember 24, 2015 @BearAnalytics
#EventData
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Joe ColangeloCo-Founder and CEO@JoeColangelo
1. Big data in industry TODAY
2. How contextual data was the basis of insight in attendee experiences
3. Why understanding transactional data is the future of engineering event experiences
@BearAnalytics#EventData
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Source: Josh James, DOMOhttps://www.domo.com/blog/2012/06/ho
w-much-data-is-created-every-minute/
We Are Obsessed with Data
@BearAnalytics#EventData
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Large Companies Are Using Data to Power Personalization TODAY!
One of the strongest recommendation
engines on the internet!
Testing same day shipping and “pre-
purchase” shipping.
Content prediction engine is powered by
historical viewing habits.
Mining user behaviors to engineer successful
content.
Using customer data to engineer therapies and
fuel discoveries.
Custom create drugs that are more
efficacious and have less side effects.
@BearAnalytics#EventData
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The Four “V’s” of Big Data@BearAnalytics#EventData
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So what does it mean for me?
Hospitality professional
@BearAnalytics#EventData
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The Challenge
To organize more impactful engaging and relevant face-to-face interactions...
…smaller marketing budget
…more competitive environment
…higher attendee expectations
DO MORE WITH LESS/SAME
@BearAnalytics#EventData
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Yesterday: Events were Focused on Contextual Data
Surveys
Focus Groups
Interviews
Committees
üIt still works!
üBased on a sample
üLead and prep time
üMeasured after an experience
@BearAnalytics#EventData
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Transactional Data is the Future.
@BearAnalytics#EventData
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Future: 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 participation
o Social media
o Beacons
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
@BearAnalytics#EventData
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3 Pillars of Data in Events 1) Data collection
is accelerating
2) Data fidelity is higher than ever
3) Data is now a MEANINGFUL currency@BearAnalytics
#EventData
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Loyalty
GeographyTiming
Engagement Revenue
EducationSally JohnsonVice President of BD
When does Sally register, meet,
share, engage?
Who is Sally meeting and what content is
she consuming?
What is Sally’s willingness to travel or total event investment?
How much is Sally paying to attend? Is she using comp codes or always registering early?
How many times has Sally attended our event |session | hotel in the last 5 years?
What sessions or CE is Sally attending?
Metrics That Matter
@BearAnalytics#EventData
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Behaviors > Demographics
Before: “All CEO’s do X”Now: “Of all people who do X, 18% are C-Suite”
@BearAnalytics#EventData
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RESULT:Knowing Your Customer BETTER
Target messagingPersonalize experiencesLower delta between expectation and experienceAcquisition costs are reduced
@BearAnalytics#EventData
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How Do I Get Started?
@BearAnalytics#EventData
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Identify where YOUR data lives
Sponsors
Event Registration
Members
Exhibitors
Publications
Prospect Lists
Education
SocialMedia
Committees
Where Does Your Data Live?
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Collect master reports
Emphasize data transparency
“Eat at your own restaurant”
Leverage thePower of Partners
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IMPACT AREAS:Where data is generating efficiencies
Marketing AttendeeExperienceFinancial
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?
@BearAnalytics#EventData
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Joe ColangeloCo-Founder and CEO@JoeColangelo
Thank You.
@BearAnalytics#EventData
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2x
Harnessing Event Intelligence to Improve Event Performance
22Bear Analytics: Confidential Materials
Erin Berry, Vice President of Marketing & Communications, BoardSource
We needed to better understand the data and trends for our annual conference so we could adjust our strategies to improve financial performance.
o “We couldn’t trust our data”o Lack of analytical expertise
o Data was dirty and in various locations
BUT…
3 separate data sources
Exhibit Sales
Sponsorship
Registration
125,000+ data points
$3M+in total revenue
Increase in non-member reg. 11%
9%Number of exhibitors
Identification of MVAs
ID fastest growing/ shrinking segments
Attending and Org. Loyalty
Increase in attendance