Of those polled, 84% of event planners find data management a challenge, with over 50% of respondents saying that it is difficult to consolidate all their event data as most of it is dispersed across different systems.
Despite these statistics, the study also shows that event planners understand the importance of data with 70% of respondents planning to make improvements in the way they collect and manage data around their events. Almost a third (30%) of these planners want to invest more time and resources in data analysis and reporting, while another 18% plan to integrate their event tech systems.
The study from Eventsforce – which investigates the importance of data in the events sector – was conducted with more than 120 senior event planners representing corporates, associations, event management agencies and public institutions in the US and the UK.
Commenting on the reports findings, 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."
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