Christopher Bo Shields, a co-founder of Totem, believes that every event, whether in-person or virtual, presents an opportunity for brands to create engaging experiences for their audiences. The key to success lies in leveraging event data effectively in real time to enhance the overall experience for attendees and drive business goals.
Data collected before and during events can provide valuable insights into attendee behavior and preferences, helping organizers tailor their messaging and offerings to better engage their audience. It is crucial to act on this data promptly, as delaying its analysis can decrease its value and impact on attendees. By sending personalized messages to participants based on their interests and activities during the event, organizers can increase engagement and drive desired actions.
Shields categorizes the “right data” into three main buckets: audience data, value data, and intent data. Audience data includes information collected at registration, while value data helps identify individuals who fit the ideal customer profile. Intent data, on the other hand, tracks attendee interactions to gauge their interests and preferences. By leveraging these data types effectively and sending them to the right stakeholders at the right time, organizers can enhance the overall event experience and drive desired outcomes.
To effectively enhance data potency, organizers should plan their data collection strategies well in advance of the event, ensuring that they gather relevant information at every stage of the attendee journey. Implementing the right technology tools that can integrate seamlessly and support both virtual and in-person events is also essential. Additionally, staying organized and agile through automation can streamline data processes and drive actionable insights that enhance attendee experiences in the moment.
By proactively utilizing intent data during events to improve lead scoring and engagement, organizers can personalize the attendee experience and prioritize delivering value to each individual. Strategies such as sending curated content based on interactions or offering additional opportunities to engage with popular sessions can help foster trust and loyalty among attendees. Moving forward, event organizers should focus on harnessing the power of data to drive actionable insights and build lasting relationships with their audience, ultimately leading to business growth and success.
