By Mary Tucker | Senior Communications and Content Manager | IAEE
With attendees demanding more personalized experiences and sponsors seeking measurable returns, the future belongs to exhibitions and events professionals who harness the power of data to make every decision count.
IAEE’s upcoming webinar, Beyond Buzzwords: Real-World Data Strategies For Event Success, will explore how to master that call to action. From optimizing venue layouts to crafting educational content that truly resonates, the strategies that will be discussed could revolutionize how you approach event planning and execution.
Whether you are looking to maximize sponsor ROI or create seamless attendee experiences, this session promises practical, actionable insights that go far beyond theoretical buzzwords. Expert moderator Nick Borelli, Director of Marketing for Zenus – a recognized leader in AI solutions for events – will guide the conversation as panelists share their game-changing approaches. The panelists are:
- Diedra Crawford, CEM-AP, CMP, DES, Senior Director, Industry Sales and Operations, Digestive Disease Week
- Karen Gonzales, CMP-F, CEM, Director, Global Business Development, IAEE
- Lauren San Martin, Director of Membership and Marketing, Veterinary Emergency & Critical Care Society
Mark your calendar to discover how leading exhibition organizers are using data to create exceptional experiences and measurable results! But first, we asked Nick to share his perspective on the current state of data in the exhibitions and events industry.
The exhibitions and events industry has been talking about “data-driven decisions” for some time now. What’s different about this conversation compared to what we’ve heard before?
Nick: A few things come to mind:
- New attendee tracking technologies provide more value while having a lower price point than incumbent solutions.
- With AI capabilities, insights are being delivered instead of numbers alone. This makes measurement more actionable for organizers.
- The onset of a variety of different AI technologies has changed the game. From vision AI detecting attendee behavioral trends to generative AI putting together insights from combining multiple sources, AI has changed the game for event data.
- All of these innovations have led to a more mature market with higher expectations and a better understanding of where and when to leverage data for their roles.
- Last but not least, brands and corporations are more data-driven than ever before, dictating the change. Event organizers need to provide ROI reports.
The webinar focuses on three key areas: optimizing operations, elevating educational content and maximizing sponsor ROI. Which of these do you think presents the biggest opportunity for organizers who are just beginning to embrace data-driven strategies?
Nick: Sponsor and exhibitor ROI is the most innovative and important section we will cover in this webinar because it’s never been more important to deliver additional value to your external stakeholders.
With rising costs and uncertainties, your sponsors and exhibitors are expecting more value from the shows they participate in. They are looking at you to differentiate your event from the others they are considering, and they want you to be a partner invested in their success. Data can set you apart and provide the road to a prosperous partnership for all involved.
Many organizers feel overwhelmed by the sheer volume of data available to them today. What advice would you give to someone just starting their data journey, and what are the most critical metrics they should focus on first?
Nick: Don’t measure something where you don’t know what you would do with the output – collecting data just to collect data results in an overwhelming experience for organizers. Measure what matters the most to your event’s objectives.
If your event and organization need external stakeholders to exist, then measuring sponsor and exhibitor engagement to increase their ROI is of utmost importance. If your organization’s mission is focused on education, you should do everything in your power to understand your audience’s learning needs and deliver the highest quality speakers, topics, and learning styles.
Start with mission-critical data to mitigate risks and increase value, and only add more once you are comfortable with those findings.
The webinar promises to move beyond “badge scan” metrics for measuring sponsor ROI. Can you give us a preview of what more sophisticated sponsor measurement might look like?
Nick: Breakthroughs in machine learning are powering technologies such as Zenus’s sensors, which have been utilized for years now at shows like Expo! Expo! IAEE’s Annual Meeting & Exhibition, IMEX, Convening Leaders, and many more association and corporate trade shows and conferences.
This technology provides organizers with attendee behavioral data, including metrics such as impressions (aisle traffic), booth visits, dwell rates, and attendee energy. The sales team uses these insights to have informed conversations with sponsors and exhibitors. The operations team is also able to make informed design decisions.
There are many ways to enhance ROI for sponsors, exhibitors, and attendees, all while improving the overall experience. We will talk about tangible examples of a few during the webinar.
How do you see data strategies evolving in the events industry over the next 2-3 years, and what emerging trends should event professionals be preparing for now?
Nick: There is no one perfect dataset to collect during something as complex as a major trade show or large-scale event. With access to increasingly powerful generative AI platforms, event professionals will be able to pull very different data sources together for a more complete understanding of their event’s impact, including trends within their own data as well as their industry. With this level of knowledge, organizers will be able to innovate faster and with less risk, which will result in the bar being raised for what attendees can expect from events.
For someone who may be on the fence about attending this webinar, what is the one key takeaway or “a-ha moment” you hope participants will walk away with?
Nick: The word “data” gets a bad rap in the events world. It sounds like one more thing you have to add to your already full plate of tasks. It’s not.
An investment in understanding the best ways to collect data for your specific needs results in the clarity that enables you to move faster through your tasks with greater confidence and a higher level of excellence.
Attendee data are the stories your attendees are trying to tell you, and these technologies are how you can hear them. After attending this webinar, you are going to be more curious and energized about your event’s attendees, and that’s going to make you much better at your role.
