Not long ago the primary tool for gathering data from an event was a post-event survey. We are now a part of the “big data” era: the elaborate structuring of large amounts of data. Thank you modern technology! For venue managers, big data creates new opportunities to understand guests’ needs and wants. Data also helps to create custom experiences and tweak future events. When trying this out for the first time, you may come across some challenges like trying to determine what to measure, how to measure it, and how to use data for events. Here's our advice:
1. Set the event's goals: Is the event intended to drive sales or increase brand awareness? Is it to establish the host as an educational leader? These goals will determine what data should be collected to measure success.
2. Track usage of web properties: You can use Google Analytics to track which campaigns have the greatest influence on registration or the impact of specific social media activities.
3. Use the power of social media: Planners can post quick questions on social media networks to gather feedback from attendees. In addition to using social media for communication, hosts can use it for listening. After the event, data from social networks can be useful to see what was said and shared during specific moments.
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