Big Data in Events

Big data analytic already seduced many industries and is now making its way into the event industry.

This process of examining large and varied data sets in order to raise useful information such as market trends, customers’ expectations or preferences, correlations, services efficiency, … is indeed very proficient and therefore very attractive. As a matter of fact, the variety of technologies used by attendees before, during and after events permits a consequent collection of data that can be used for big data analytics: mobile apps, beacon technology, social media inputs, live streaming, online reviews, … This process has for main goal to improve events ROI and attendees experience so to put in a nutshell, build better events by taking the most optimal decisions.

Very attractive giants of the event industry decided to invest in big data analytics tools. For instance, among of the largest event software and technology companies, Lanyon, Cvent and Etouches invested a lot, $1.8 billion for Lanyon and Cvent, in this process to provide better solutions for event organizers.

To go further on detail of how big data analytics can improve the event industry, let’s analyze some results of such process:

•  By the combination of live event data and attendees’ profiles, the possibility to have a precise scope of attendees’ profiles and audience permit event organizers to have a better customer targeting and therefore a more targeted relationship between organizer and attendees, so a more efficient customer relation management
• By collecting event lifecycle data, hence performance metrics, trends, benchmarks, affluence, attendees’ satisfaction, speaker reviews, … analytics unlock ROI improvement solutions. Even real-time measurement to take direct action and decision in order to build an optimized event value
• By analyzing huge among of hotels and event data, provide insights about future trends and therefore build optimal strategies
• By creating algorithms based on attendees’ profiles, provide personalized recommendations about attendees’ interesting matching to create efficient networking

Big data analytics is undoubtedly a huge step for the event industry and will grow massively as it brings benefits for both organizers and attendees, and will give the industry new possibilities of expansion.

Maximilien Lefort & Brianna Williams

• https://www.corbinball.com/article/42-technology-how-to-use-it-better/181-event-data-analytics
•  https://www.etouches.com/event-software/
• https://www.cvent.com/
•  http://www.lanyon.com/