Global event technology provider GenieConnect has introduced a new set of performance tools designed to enable organisers to improve pre-event marketing.
The new analytics capability means conference organisers can identify, in real-time, those parts of their event that are failing to engage with attendees.
Organisers can use the tools to set Key Performance Indicators (KPIs) for desired attendee behaviours, such as networking activity, exhibitor engagement and session sign-ups, and analyse performance against them at every stage of the event life cycle.
If, for example, a large number of delegates fall significantly below the KPIs set for scheduling conference sessions, an organiser can use the tool to segment them into groups and send personalised messages, either via email, in-app or push, to encourage them to engage with the conference programme.
“Attendee participation is the critical success factor for any event and organisers need to know as early as possible if certain parts of their programme are under-performing,” said GenieConnect CEO Giles Welch. “These new attendee KPIs essentially serve as an early warning system: by benchmarking and analysing attendee behaviour, organisers can establish that networking opportunities are being overlooked or that exhibitor engagement is low – while they still have time to fix the problem.”
GenieConnect said organisers can use the tools to reach out in a targeted way to clusters of attendees whose participation has most impact, without spamming the entire attendee community.
Visitor KPIs are delivered via a series of dials on two dashboards – one provides an overview of attendee activity; and the other allows organisers to examine individual visitor profiles and to compare their activity against that of other users.
Delegate action is captured and each can be ‘weighted’ according to the importance the organiser attaches to it: for example, adding a session to an agenda might be awarded two points whereas viewing the same session might be awarded 0.25 points.
GenieConnect provides digital solutions for over 1,500 events across the world.
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