The Complete Guide to Event Data Strategy

October 2022

We all know that the Covid-19 pandemic was the catalyst for the wave of virtual events over the last two years, but a new emphasis on data may be its most longstanding legacy in the event industry.

Data collection and interpretation have become a core part of being an event professional. As we increasingly move toward a combination of in-person, virtual, and hybrid events, we can’t let our high standards of data mining and analysis slip. Why? Because having an effective data strategy is exactly what is needed to achieve event success with limited resources.

Business events are the ideal platform to gather real-time customer data and other high-value insights, as they connect key decision-makers and engage them in shared experiences. How, then, do you continue to build on the skills that you sharpened over the past two years?

This guide takes an in-depth look at how to capture and leverage data across the entire event life cycle: pre-event, mid-event, and post-event, giving you the tools you need to create and implement your own effective data strategy.

In this report, produced in collaboration with Webex Events (formerly Socio), we explore:

  • How to strike a balance between collecting data and respecting people’s privacy.
  • How to use market segmentation for targeted marketing and event design.
  • How to be adaptable as you receive new data.
  • The most effective ways to collect data from attendees in real time.
  • The secret to content automation.
  • How to transform your event data to ensure it is meaningful for future events.
  • How you can use data to show potential sponsors and exhibitors the true value of participating.
  • How to design a post-event survey with the highest possible completion rates and the most meaningful insights.

Eligible for CMP Credit

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Skift Meetings is accredited by the Events Industry Council to provide clock hours for webinars, events, or reports. If you are working on your Certified Meeting Professional (CMP) accreditation and want to earn CEs.

This report qualifies for 1 credit under the Strategic Planning category.

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The Complete Guide to Event Data Strategy

October 2022

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