Study finds 80% of events organisers feel they don't make effective use of events data

But the vast majority of respondents agree that gathering attendee data is extremely important.

Image credit: iStock
Image credit: iStock

A new survey has found that only 20% of event professionals feel their organisations are using attendee data gathered from events effectively.

Cvent announced the results of a survey of more than 600 leading event producers, meeting planners, and corporate event marketers, as well as event attendees.

The study, entitled The Power of Live Event Data, was conducted in partnership with Event Marketer and provides insight into how event professionals make use of technology to capture and analyse data and enhance the attendee experience.

The study revealed that 81% of event professionals say gathering data from attendees at live events is extremely important, so event planners can track the attendee journey to create better events – but only 20% feel their organisations are doing this effectively.

"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."

Three out of four event professionals felt their organisation is missing out on marketing opportunities by not integrating a wider range of attendee data to build and use attendee profiles. These profiles track the attendee journey and give planners and marketers additional insight into their customers and prospects.

Furthermore, most event professionals believe they can do better at tracking and understanding what their attendees do while at their events. Just 38% of event professionals say they understand what their attendees do on-site.

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