Signature Boston
Events Calendar 2016

Growing Show Attendance Using Data Informed Micro-Targeting Tools

July 11, 2019

Presented by Joe Colangelo, MBA, CEO – Bear Analytics and Nicole Bowman, MBA, VP of Marketing and Communications – IAEE

Attendee data is a blessing and a curse for most exhibition organizers. In theory, more data represents more opportunities for applying laser-focused marketing tactics, identifying specific attendee behaviors and growing a show. In reality, it’s a challenge to organize, analyze and deploy attendee data.

Although IAEE had, over the years, amassed a large and diverse attendee-data pool for its marquee event(Expo! Expo!) it was unable to more thoroughly tap into the trends, behaviors and patterns lying just below the surface. The volume of data made it difficult for marketers to access specific attendee segments easily, and staff and data-analysis expertise were in short supply.

From this webinar you’ll learn:

  • How the IAEE team tackled their “data monster” and still had time to perform their day to day responsibilities.
  • How IAEE used micro-targeting for their marketing approach and increased the number of show organizer attendees at Expo! Expo! 2018 by 17.8%
  • How you can characterize your attendees in ways that will make your marketing more efficient
  • Why validation, flexibility and activation are key’s when becoming data-driven


12:00 p.m. – 1:00 p.m. CST