In this age of the Internet of Things (IoT), with billions of devices connected online – each collecting unique user and usage data – there’s an abundance of data at our disposal.

The question is, can you make sense of these vast amounts of data, and use it to your advantage?

The industry’s leading event planners are already using big data to their advantage – collecting event and participant data, measuring ROI and easily meeting their event objectives.

Now, it’s your turn.

In this article, you’ll discover three ways that big data is influencing the events management industry – and learn how you can use big data to improve your events.


Big data delivers:


  1. Better Analytics for Analysing and Planning Your Events
    Before the era of big data, collecting accurate event data was a challenge that many event planners struggled with.

    Today, an easy-to-use tool such as the PowerVote Event App can gather incredibly useful information about attendees, their opinions and feedback – without event organisers needing to spend too much time on information gathering and analytics. (All you need is a good support team to handle your event app, before, during and after the event.)Detailed analytics allows event planners to spot hidden details about their audience, especially their preferences and behaviours. This makes post-event analysis clearer and easier, allowing for more precise planning and budgeting of future events.

  2. Focused Target Audiences
    The improved analytics that big data delivers has another major advantage as well – it can help fine tune your scope of potential event attendees.

    Whether you’re doing a physical, in-person event, or a virtual one (such as a webinar), you can now target your potential audience with pinpoint precision.

    When looking over previously collected data on your past audiences, you will likely notice patterns about the demographics and psychographics of people attending your events. Notice a trend? Now you can use this information when marketing your next event.

    Doing so helps you to connect with the right people, and find potential attendees who will be interested in going to your event.

    Additionally, data management makes it easy to separate prospects and create lists of people who are most likely to attend your upcoming event. This way, you can focus on contacting these potential guests and showcasing the importance of your event – instead of simply inviting everyone. (Note: Inviting “everyone” has never been a great strategy, yet is still commonly used.)

    This helps you fill up your events with people who will truly benefit from attending. And it saves you time and money during your search for these ideal guests.

  3. Faster Reaction Times to New Information
    Every event goes through multiple changes, from the time of conception, to execution. Venues get changed, speakers get swopped and dozens of other details get changed up. As event professionals, we understand this is part-and-parcel of every event.

    However, these changes have traditionally been challenging (and sometimes expensive) to keep up with.

    With big data giving event planners a clearer bird’s eye view of their event planning process – including changes made over the event planning process – event managers will be better equipped to identify potential issues when organising similar events in the future.

    While this may not reduce the number of twists and turns needed to take an event to completion, it will make these changes more predictable – and potentially a lot less costly. What’s more, with this data in hand, you can more accurately budget their time and costs for each event, greatly improving their event ROI.