At AIME in Melbourne, event technology company Cvent shared the results of its latest research into the Australian and New Zealand events industry.
The findings reveal event planners and marketers in the region still face issues of "obscurity" in meetings and events budgets, difficulty proving ROI and inefficiencies around manual processes.
Spreadsheets and emails
Technology adoption is fairly low in the region, with 61% of event planners handling most of their tasks using manual tools such as Excel spreadsheets and emails, the research shows.
Event professional largely check-in attendees manually, with 68% of them using Excel spreadsheets or a paper register.
A further 60% also use spreadsheets, email responses or walk-in registrations to register attendees.
Some 65% don’t track attendance at all or track it manually with paper sign-in sheets.
Just over one in ten (12%) of the respondents use the data gathered on-site to improve their event execution and attendee experience.
Cvent Australia director of sales Jack Ukil said: “There is a general lack of awareness about the benefits event technology can bring – not just to the event organiser, but to the overall attendee experience.
“The slow transition to technology is hindering event professionals from making important data-driven decisions, which will help them truly maximise the impact of their events and grow ROI and attendance year after year.”
Budget and ROI
Just under a third (29%) of respondents expected to see an increase in their event budget, while 62% said it would remain the same.
The research also shows that, despite half of the planners saying that ROI is the most influential factor behind their event decisions, nearly 60% of them have trouble proving it.
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