Reader Rant: Revolutionising data capture

Andy Ashley, MD of Corporate Events, highlights how new data capture methods can be fun and measure ROI at the same time.

Revolutionising data capture for events
Revolutionising data capture for events

All too often the delegate experience takes a back seat as corporates pursue data capture. Measuring ROI is of great value, but the data must be authentic and its capture should not ruin the flow of an event. Post-event questionnaires are often filled in without due attention when a staff member is distracted or burdened by a heavy workload. However, by timing and planning the moment of measurement, data capture can be fun and rewarding for delegates at the same time.

For example, 'snap polls' that appear on a bespoke event app immediately after a plenary session make a delegate feel valued, and the content from the session is still fresh in their mind. Meanwhile, engaging audiences in real-time interaction using voting pads and tablet devices allows delegates to feel harmony with the others in the room and promotes discussion afterwards about the results.

For this reason, the coffee break is now being recognised as a critical part of an event and not a moment of downtime in which delegates must fill in long, tedious feedback forms.

By adopting a fun, but more stealthy, approach to data capture, your client will also get the added benefit of more honest, therefore reliable, results for post-event analysis. At this point it's important that the agency and client treat the operation as on ongoing learning process that will exponentially improve future events. However, this also should mean exploring less intrusive, more inclusive techniques for ROI measurement so as not to alienate delegates.

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