Collecting feedback data without publishing is a 'pointless exercise'

There must be a purpose in mind when collecting data at an event, according to an expert panel at C&IT's inaugural Northern Forum.

Collected event data like feedback must be put to use after an event, members of an expert panel at C&IT’s Northern Forum said in a debate on privacy. 

Delegates at C&IT’s inaugural forum, principally for event planners outside of London and the southeast, heard expert opinion from the panel debate called Personalisation vs Privacy – The dos and don’ts of data.

"Data is really important for all of us to make informed choices around what we are doing with our events, around what we are doing with our communications," Kate Scully global travel manager at G4S said.

"But we have to make sure we are collecting the right type of data, that we are not collecting too much data and that we are actually doing something with it. It is very, very important."

The expert panel also included Sophie Holt, global strategy director at Explori and Mike Seaman MD of Raccoon Events.

Scully added: "If you are asked to give your feedback, then you expect something to happen at the end of that.

"I think it is very important - especially for a corporate - if you are collecting data that you make sure you do something - you publish it, you explore it and it’s used afterwards, otherwise people will just think it’s another pointless exercise."

The Northern Forum was held at the ACC Liverpool from 25-26 April. 

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