Cvent study reveals only 38% of organisers understand what their attendees do on site

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A new Cvent survey claims only a fifth of event professionals feel their organisations are effective at integrating data gathered from visitors’ digital and physical footprints at live events into full analysis of the visitor journey and producing full ROI. The survey results point to a clear disconnect between event data collection and integration.

Meetings and events technology company Cvent surveyed 600 event planners, corporate event marketers and delegates for a new study, The Power of Live Event Data.

Conducted in partnership with Event Marketer between July and August 2017, the study’s aim was to capture insight into how event professionals leverage technology to obtain and analyse data and enhance the attendee experience.

The study revealed that 81% of event professionals say gathering data from attendees’ digital and physical footprints at live events is extremely important so event planners can track the attendee journey to create better events and realise their full ROI – but only 20% feel their organisations are effective at this integration process.

“It is essential that event planners and marketers have access to the proper tools and technology to gather and harness event data in a way that provides actionable insights,” said Patrick Smith, Cvent’s chief marketing officer.

“Having a better understanding of event audiences – and their interests and preferences – enables event producers to develop a more compelling programme, produce a better experience, drive more attendance, and ultimately deliver a greater event ROI.”

Highlights of the survey include:

Three out of four event professionals feel their organisation is missing out on marketing opportunities by not integrating a wider range of attendee data to build out and use attendee profiles. These profiles track the attendee journey and give planners and marketers additional insight into their customers and prospects.

  • Event professionals feel they need to be more effective at collecting and using attendee data. Only 29% of event professionals say their organisations are effective at collecting data, and just 23% say they are effective at using their event data.
  • Most event professionals can do better at tracking and understanding what their attendees do while at their events. Only 38% of event professionals say they understand what their attendees do on-site.
  • 88% of attendees agree on-site technologies, such as self-service registration kiosks, improve their event experience.

The study marks the launch of Cvent’s global campaign, The Power of Live Events, which highlights the importance of experiential marketing, data collection, and technology to deliver world-class meetings and events.

Paul Colston

Author

Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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