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MIA offers free intelligence tool to support sector post-Brexit

Association is offering non-members the chance to receive a free year of data from its miaTouchstone tool

Pictured: miaTouchstone allows organisations to monitor conference attendance numbers, as well as benchmark their sales performances against peers

The Meetings Industry Association (mia) is offering non-members the chance to receive a free year of industry data from its miaTouchstone intelligence tool.

The association says the offer is aimed at supporting the sector post-Brexit and to ride the further economic fluctuations caused by Donald Trump’s victory in the US elections.   

Jane Longhurst, mia’s chief executive, said: “An enormous amount of data is generated by the meetings industry each day that, with collaboration and regular analysis, provides priceless insight. As we’re keen for as many venues to join forces for the benefit of the entire industry post-Brexit, we’re providing a great offer giving access to this valuable monthly analysis free of charge.”

The offer will be available to those who register by 9 December 2016 and will waive the usual £1,600 annual fee. The tool enables organisations monthly monitoring on conferences attendance numbers both regionally and nationally, as well as track business volumes such as sales and benchmark performances against their own competitive set. 

Originally created in response to demand from mia members for more research and data to help drive their meetings, conference and events businesses forward, miaTouchstone also provides wider economic data to allow the industry to assess and evaluate its direct impact on the sector.

Rowan Bennett, head of marketing and events at the HAC, has been using Touchstone since March 2015. Bennett said: “We find it useful as some clear trends have emerged. Essentially, it helps us to benchmark and plan our rates to ensure they reflect the current industry trends as well as our sales and marketing strategies to address the peaks and troughs that occur during the calendar year.” 

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