In her paper “4 Ways Big Data is Driving
the Event Industry”, Bethany Smith reports that big data is
being used as a strategy in the event industry in such ways that it creates
successful events based on the satisfaction of the attendees. According to the author, events
should be attendee centric and big data can help on different
levels.
To
begin with, it can create a personalized experience for attendees. The newest
innovation in technology allows planners to show specific information to the
attendees depending on their location; that way the participant can have the
option to only see what is relevant for him or her (Smith). Experiential marketing is a
new tool that makes it easy for event planners to create a unique experience
for each and every participant.
Secondly,
big data can help improve the overall organization in real time. Indeed, it can
change the signage or the event schedule. This technology allows the organizer
to collect data concerning the attendees and make real time change in order to
create more engaging events (Smith).
Thirdly,
regarding the crowd flow, these technologies can help with controlling it.
Indeed, geolocation can tell you where most people are and spot traffic jams so
that you can immediately react and unclog the area.
Finally,
big data can revamp the security of the event. Indeed, knowing where your
attendees are going can help the event planner to improve their safety
procedures by collecting data; not only their location but also their
physiological and biological information so that event planners can be prepared
on all the safety issues (Smith).
Thanks
to all the information collected before, during and after the event, planners
will be able to deliver an attendee-centric experience and make adjustments to
improve every second of the show.
Hélène
and Soukaina
Source:
https://www.socialtables.com/blog/event-technology/big-data-driving-industry/
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