Events are no longer about long general sessions—data is driving decisions around developing an event strategy that aligns with marketing goals and provides valuable insights that can drive measurable business growth.

Set your objectives

Selene Chin, managing director of digital studio Pico Pixel, suggests asking yourself: “What do you want to get out of your subscribers? And what do you intend to ‘do’ with them?” Knowing these answers will help chart the profile and types of data you need to collect. For instance, when building a subscriber base for future events, capture roles and interests so you know what to push during event marketing.

How to handle data security at events
How to handle data security at events
Top tech tools for event success
Top tech tools for event success
EXCLUSIVE: cievents expands Asia operations
EXCLUSIVE: cievents expands Asia operations

Plan it right from the start

Building a subscriber base needs to be prioritised from the start—from pre- through to post-event, says Chin. “Tools like event apps are always helpful, as they enable attendees to create a profile, and allow you to start engaging with them,” she says. The more you engage, the more you get to know your audience.

Integrate, integrate, integrate

With all the data you collect, make sure to integrate it back into your central marketing or sales database so that you have a full and robust picture of every contact. This includes their touch points, sales history and interaction records—and of course, the events of yours they have attended.

Use technology wisely

Technology has enabled organisations to track the attendee journey in powerful ways and begins with polling during the initial registration. “This personalised information helps identify preferences and interests that an event organiser can use to send targeted communications pre, during and post event via social channels and/or via the event mobile app,” says Cate Banfield, director, event solution design at BCD Meetings & Events.

Make it simple and accessible

Vincent Yap, regional marketing director, South East Asia at MCI Group, advises informing participants of the objective of capturing the information and making sure the ‘call-to-action’ is visible and communicated through all channels. It’s also vital to make data grabbing simple—that’s a no to long forms, ensuring that just key contact information is captured.