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.

For more breaking news and in-depth features, sign up to C&IT's daily News Tracker here.

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Top 10 tropical island destinations revealed

Top 10 tropical island destinations revealed

Survey ranks island getaways based on 11 categories, such as attractions, cost of accommodation and sunshine hours.

A drop in the Indian Ocean

A drop in the Indian Ocean

A taste of paradise can be found in sacred Sri Lanka, the white sands of the Seychelles, or on the magical island of Mauritius.

Academy of Management heading to Copenhagen

Academy of Management heading to Copenhagen

The association's first ever conference outside North America will take place in 2025.

The true cost of business travel

The true cost of business travel

'The time spent sitting in a plane can actually cost more than the price of a ticket,' says CWT's Christoper Goundrill.

Download the full State of the Industry: Associations Report 2018

Download the full State of the Industry: Associations Report 2018

Ahead of next week's gradual release of our Agency Report, you can now download the Associations Report in full.

New Heathrow hotel planned for 2021

New Heathrow hotel planned for 2021

The Indian Hotels Company reveals plans for a 108-room Vivanta property at Heathrow Airport.

Hawker Union venue opens near Alexandra Palace

Hawker Union venue opens near Alexandra Palace

The derelict warehouse has been transformed into a modern food market available for private hire.

Bridging the gap between physical events and digital analytics

Bridging the gap between physical events and digital analytics

A data-driven approach can give you insight into visitor behaviour that hasn't been possible before now.

One&Only Nyungwe House opening in Rwanda

One&Only Nyungwe House opening in Rwanda

Luxury resort on the edge of the Nyungwe rainforest in central Africa will welcome guests from October.

Download the full State of the Industry: Incentives Report 2018

Download the full State of the Industry: Incentives Report 2018

Ahead of next week's gradual release of our Agency Report, you can now download the Incentives Report in full.

LATEST JOBS