Insights

Unlock the Analytical Power of Your Event Technology

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Sonia Barreau

Director, Digital Product Marketing

Freeman

David Haas

Director, Technology Solutions

FreemanXP

Using digital integrations to power your event measurement program

Event measurement is an important part of your overall strategy, but it may seem daunting for some. How do you know if you have the right tools or data to achieve the insight you’re looking for? You are probably already using event technology or digital components as part of your brand experience. The good news is that you are already generating thousands, possibly millions, of data points just waiting to be collected and analyzed. Consider these tech tools as your entry point into unlimited analytics.

Website

Your website is often one of the first touch points for potential attendees to learn about your program. Make sure you have Google Analytics installed on your site so you can unlock information like visitor demographics, interests, and behavior.

Email campaign marketing

Just like your website, your email marketing will be an early touch point for attendees. It can also provide interesting insights into your audience. Use a campaign tool that will allow you to track opens, click-through rate, and bounce rates. Make sure you compare these to your averages as well as other benchmarks. Using A/B testing to vary subject lines and calls to action. This will help you figure out what messages inspire your audiences to open the email or click through to your registration page.

​Social media

Social media isn’t just an integral part of your promotion plan or on-site engagement strategies. It can also reveal incredible amounts of data. Use social media monitoring and listening tools to help increase registration; learn about attendee interests and needs before, during, and after your program; and find out what went well (and not so well) during your brand experience. Use advanced tools to measure shifts in brand awareness and sentiment.

​Mobile app

The mobile app is a critical component of any event measurement plan. When app usage is high, there are few other event technologies that offer such rich analytics. Discover what participants are searching for, get real-time feedback, capture session evaluations, and more by tapping into your mobile app’s robust measurement features.

​Touch screens

You’d be shocked by how much you can learn from interactive touch screens. This event technology can provide attendees with detailed information about sessions, exhibitors, sponsors, evening activities, and more. You can then analyze which information participants looked up the most to determine areas of interest. Touch screens can also uncover where more guidance or information is needed on site and in the mobile app.

​Second screen

Along with making education sessions more engaging (thanks to polling, chat, and other cool integrations), second screen technology gives event professionals real-time data at their fingertips for each session. Discover the ideas that spark the most engagement or warrant further discussion. Second screen solutions also help speakers understand and evaluate their session content and performance.

​Virtual/hybrid integration

When you offer a virtual or hybrid component to your program, you can also gain insight into the topics that most interest off-site attendees. Check which virtual sessions were most viewed and consider hosting more sessions on similar topics in the future to convert them to joining the live program.

Gamification

A fun way to increase engagement, gamification can also deliver tremendous amounts of data based on attendee behavior, interest, networking, social amplification, and more. Deploy a quiz or scavenger hunt and watch the engagement and metrics roll in!

​Location mapping/Micromarketing

Have you ever wanted more insight into attendee behavior? Thanks to location mapping technology like beacons, you can now understand where attendees are gathering most often and utilize tools that create a heat map of the popular spots on the show floor. This provides insight into what resonated with participants so that you can serve up more of the same success in the future.

Event measurement shouldn’t be intimidating, especially when you realize you already have access to treasure troves of data — all thanks to your event technology and digital integrations. When you start to unlock the insights provided by these measurement points, you can work on continually improving your program and increasing engagement with your audiences.

Download our insights paper for a deep dive into the value of event measurement, including a step-by-step process you can use today to start measuring — and improving — your own brand experiences.

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