Vast majority of associations aren't getting the most out of their event data

Events are crucial to membership growth strategies but data isn't being harnessed effectively, survey finds.

Nearly nine out of 10 (88%) of associations say they are not getting the most out of their event data, according to new research from Eventsforce entitled ‘The Value of Event Data for Associations’.

A survey found that four in five associations say events are key to their membership growth strategy, while 87% say they consider events to be ‘important’ or ‘very important’ for their organisation.

"As the significance of events continues to grow for associations, so does the importance of managing all the data they collect from events," said George Sirius, CEO, Eventsforce.

"Events data is incredibly valuable for any kind of membership organisation. It tells them a lot about their members and how they’re engaging with their events – it also gives them the kind of business insight they need to expand their reach to much wider audiences."

The study also showed that 83% of associations see registration systems as the most effective tool for collecting valuable information from attendees and events – followed closely by online surveys at 64%.

GDPR

The importance of data management was also a topic of the study – GDPR came into effect in May this year and many organisations are re-examining the way they collect and store data.  

The vast majority (80%) of associations say they find data management and security a much bigger priority since May, with 86% of those surveyed making improvements like cleaning up their databases and investing in new tech tools. But more than four in five associations say managing event data is a problem.

The study by Eventsforce was conducted with more than 80 senior event planners from the industry across both the UK and US markets.

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