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Cvent study reveals disconnect between data collection and integration

Only one in five eventprofs feel they are integrating data effectively at events, according to a new Cvent study

More than four fifths of event professionals believe data collection is important at their events – but only one in five feel they are integrating it effectively, according to a new Cvent study.

The Power of Live Event Data study found that 81 per cent of event professionals say gathering data from attendees' digital and physical footprints at live events is extremely important to help create better events and realise their full return on investment. However, a mere 20 per cent feel their organisations are effective at this integration process.

“It is essential that event planners and marketers have access to the proper tools and technology to gather and harness event data in a way that provides actionable insights,” said Patrick Smith, Cvent’s chief marketing officer. “Having a better understanding of event audiences – and their interests and preferences – enables event producers to develop a more compelling programme, produce a better experience, drive more attendance, and ultimately deliver a greater event ROI.”
Other findings from the survey include:

- Three out of four event professionals feel their organisation is missing out on marketing opportunities by not integrating a wider range of attendee data to build out and use attendee profiles
- Only 29 per cent of event professionals say their organisations are effective at collecting data, and just 23 per cent say they are effective at using their event data.
- Just 38 per cent of event professionals say they understand what their attendees do on-site
- On-site technologies, such as self-service registration kiosks, improve the event experience, according to 88 per cent of attendees
The survey of more than 600 event producers, meeting planners, corporate event marketers and event attendees was conducted in partnership with Event Marketer between July and August 2017.

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