We all know that data is important. But when you’re running an association, it can be tough to know what data you should be focusing on. After all, you have so much data coming at you from every angle! Before we dive into what data you should be focusing on, let’s talk about the process.
Steps to take before you look at the data
Define your goals for data collection
Identify which data points are most important to achieving those goals
Collect data from a variety of sources
Analyze the data to identify trends and patterns
Use the data to increase registrations, drive additional trade show/sponsorship revenue, and improve attendee engagement.
Making the most of all available data is key to increasing registration numbers, driving additional trade show and sponsorship revenue, and improving attendance engagement. By leveraging registration data to assess registration trends, marketers have an opportunity to create targeted campaigns that offer strategic incentives, drive participation rates and maximize revenue potential. Identifying patterns in registration data also provides valuable insights into how industry events are perceived and how successful marketing strategies can be tailored accordingly. Additionally, by collating attendee feedback surveys or post-event sentiment analysis reports it is possible to gauge engagement levels and identify the areas which may require improvement for a more positive event experience overall. In this way, the whole event journey can be enhanced, from registration through to post-event follow-up – unlocking untapped value from data along the way.
Data is a critical part of any event strategy, but it’s not always easy to know where to start. To make the most of your data, take some time upfront to define your goals and identify which data points are most important to achieving those goals. Collect data from a variety of sources, including attendee surveys, social media monitoring, and web analytics. analyze the data to identify trends and patterns that can help you increase registrations, drive additional trade show/sponsorship revenue, and improve attendee engagement. Now let’s five into which 5 key data points you should focus on.
5 Key Event Data Points
As a leader in association events, tracking data is crucial to understanding the success and effectiveness of your events. From event trends to attendee feedback, staying up-to-date on current results allows you to make better decisions for upcoming and future programming. Gathering data assessment points that are tailored specifically to each organization’s respective journeys will help establish reliable benchmarks, determine goals, plan strategies, and measure progress. Here are five key event data points that every association executive should keep an eye out for.
1. Registration by Event Type
2. Trending Content
3. Buyer Intent
4. Non-Member Interests
5. Net Promoter Score
When an event has been successful at converting event attendees into brand advocates, it significantly impacts the success of the association or meetings. With event data, you can easily measure net promoter scores to gauge how successful you are in this conversion process. Identifying which event activities and campaigns lead to event attendees becoming brand advocates is essential for a positive return on investment (ROI) for an event. Finding ways to drive more people toward becoming brand advocates should be a priority for any association looking to optimize the success of its meetings and events.
Event data is critical to understanding how your association is doing. By analyzing key event data points, you can determine what content is most popular, understand buyer intent, measure non-member interest, and much more. All of this information can help you create a better event experience for everyone involved. Sounds like a lot of work, right? Luckily, modern event platforms make it easy to collect and analyze all the data you need to improve your next conference.
