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Data management 'difficult' for eight in 10 eventprofs

Study from Eventsforce reveals numerous systems and information overload the biggest challenges

Pictured: the study by Eventsforce

Data spread across different systems and having too much collected information are the biggest challenges for event professionals, as it is revealed 84 per cent admit to finding data management difficult.

A study from Eventsforce has revealed widespread confusion among industry professionals, with 70 per cent of respondents saying they planned to improve data management around events in 2017.

The biggest reasons for collecting data were to calculate return on investment (ROI) said 74 per cent of participants, followed by goal planning (68 per cent) and profiling attendees for marketing and event personalisation (36 per cent). To measure event success, the top indicators eventprofs used were attendee or exhibitor feedback (69 per cent) and total registrations (66 per cent).

The study was conducted with 120 senior event planners from the UK and US.

Commenting on the findings, Chris Parnham, MD of Absolute Corporate Events, said: "Effective and sound data management should be one of the foundation strengths of any events company, not least because the data often belongs to our clients, and we are managing it on their behalf. This demands a high level of order, structure, process and quality control. My company is a registered data agent, which is essential to meet regulatory and client demands these days. We work over a variety of delegate management platforms, each of which has its own data management strengths and weaknesses, but a thorough understanding of each platform is all that is required to be confident that data is managed effectively.

"In the near future, I plan to improve and invest in the systems we use to pro-actively manage our own data for the purposes of new business growth and acquisition, but right now we have just what we need for our size and short term goals."

George Sirius, CEO of Eventsforce, said: "The study shows that data management is a growing focus in our industry and this is largely due to all the different data collection tools we are now using around events – from registration systems and event management software to mobile apps, engagement tools and so on. The more systems we use, the more data we are able to collect.  The more data we collect, the more important it becomes to have a clear strategy that outlines what data is needed and how it will be used.  Not doing this effectively is a real lost opportunity."

  • James Caldwell of innov8 Conference Services 07/04/2017

    I think the concern for a lot of PCOs and event management companies is that the Internet of Things has really changed how data is managed and we can all see how this could really revolutionize events.

    Connecting delegates across events is incredibly important and ensuring that we use all elements of our technology and software options is vital, however also in the personalising of how we communicate with our delegates and sponsors is vital. We live in a world whereby we hate to be sold to, but we love it when a company really understands our buying habits and personalises their communication to us.

    Using data management properly can help us to really drill down in terms of why certain groups and attendees book onto our events and therefore create clearer strategies moving forward. However, I haven't seen one provider who can connect all the various data points together to really bring it all together yet.

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