How Big Data is Changing Event Marketing

In recent years, one of the buzzwords in business and tech has been “big data”. And for good reason. Big data is the driving force behind everything from social media to customer service platforms and more.

Big data is changing the face of events too. As event planners, this presents opportunities for you to leverage on technology to drive up engagement levels at your events, and increase your event’s return on investment (ROI).

These are just some of the developments we’ve seen in the events industry, that can be directly attributed to the use of big data.


Big data enables the gamification of events. By incorporating an event app into your event or conference, you introduce elements of gamification into your event. This includes games, competitions, and heightened interaction between audience members as they “battle” one another to climb a virtual leaderboard.

Better yet, the more audience members participate, the more data you’ll be able to collect from them. You’ll know the individuals who are more engaged, and can tell if they’re having a good time at the event. If you’re planning on following up with specific individuals after the event, you’ll know exactly who to talk to.

Enhanced Engagement

Another use for your event app, will be to encourage audience engagement. Once again, big data drives all this, as you will be able to get participants to ask speakers questions, respond to polls and quizzes, and generally interact with others – via the event app that’s on their smartphones.

For event planners, this data can be used to gauge engagement levels and collect feedback regarding the quality and interactivity of each segment, activity or presentation throughout the event.

Real-Time Insights

Before big data (and event apps), there were post-event surveys – and for many event planners, these used to be the only form of insights they could use to determine whether or not audiences enjoyed the event.

Big data has enabled event planners to receive this information in real-time. Every time an event participant uses his event app – whether to register their attendance, pose a question to a speaker, chat with a fellow participant, download material, or anything else – the app is gathering data on these activities.

By displaying this data in real-time, event planners can get immediate (and highly accurate) information on which speakers audiences are truly engaged with, what activities they’re interested in, and much more. The sheer amount of valuable data gathered here is often well-worth the investment made in an event app.


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