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Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
 

Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages

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    Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages Presentation Transcript

    • Event Insight 101:Using Attendee Data to Enhance Your Marketing Messages Suzanne Carawan, VP Global Marketing
    • • Demographics• Psychographics• Firmographics
    • • Integrated• Brings over all event data into Silverpop database and relational tables
    • • # Comments • # Comments• Times Attended • Times Attended• # Posts to • # Posts to discussions/blog discussions/blogs s • # Referrals• # Referrals • # Click throughs• # Click throughs • # Opens • # Submitted help• # Opens tickets• # Submitted help tickets
    • • Comprehensive, often weighted • Transactions score, that is ($, frequency, used to determine which duration, periodicity) individuals are = engagement most active in score your organization or product or event
    • 1) Decide your engagement metrics2) Decide your scoring system3) Total your scores into one aggregate score4) Graph the score5) Measure the increase/decrease in slope6) Hope to see increase! If not, fix mix!
    • • Greater weight based on: • Monetary criteria • Clout/ level of influence • Number of connections/followers/years of service • Source of engagement• Decide what is the right engagement score mix for your organization
    • How Do We Increase Engagement?
    • • Behavioral-based• How you act, quality of actions• Level of impact• Level of energy, enthusiasm• Level of advocacy/belief
    • • Greater weight based on: • Monetary criteria • Clout/ level of influence • Number of connections/followers/years of service • Source of engagement• New Spicier Sauce: Decide what is the right engagement score mix for your organization
    • • Comprehensive, • Transactions often weighted ($, frequency, score, that is duration, periodicity) used to determine which + individuals are behavioral metrics most active in = engagement your score organization or product or event
    • Ideal
    • • Increases as a marketing and sales tool are on the rise and projections just getting bigger• Social media & access to information increases demand for face to face• Emphasis of SoLoMo (Social, Local, Mobile) increases the number of events
    • • Marketers’ dream: • Content • Demographics, psychographics • Transactions • Isolated population to study • Multichannel opportunities • Actionable • Measurable • Multi-touchpoint
    • From MPI
    • • EVERYTHING! • Formats (virtual vs. f2f, one2one, speed networking, slow vs fast, pecha kucha, hybrid, pods…) • Technology • Focused on experience • Blending of worlds (SXSW….)
    • • Starting to be run like a marketing campaign• Longer periods of time to measure• Multiple events within an “event campaign”• Changing metrics for ROI
    • • Webinars & Webinar Archives• Livestream & Video Archives• Virtual Tradeshows• Virtual Learning Centers• Tweet Ups/Tweetchats• Google Hangouts• Private Social Network Events• Event Parties/Pods
    • • Elicit emotion for upcoming f2f• Topic Continuity• Time/place for follow-up conversation following reflection• Create more content that can be easily packaged and used for additional marketing
    • The Long Tail
    • • Greater Impact• Greater Insight• Greater Engagement