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    dis...
•    Comprehensive,    often weighted     • Transactions    score, that is                          ($, frequency,    used...
1) Decide your engagement metrics2) Decide your scoring system3) Total your scores into one aggregate score4) Graph the sc...
•       Greater weight based on:    •    Monetary criteria    •    Clout/ level of influence    •     Number of connection...
How Do We Increase Engagement?
• Behavioral-based• How you act, quality of actions• Level of impact• Level of energy, enthusiasm• Level of advocacy/belief
•       Greater weight based on:    •    Monetary criteria    •    Clout/ level of influence    •     Number of connection...
•   Comprehensive,     • Transactions    often weighted        ($, frequency,    score, that is                         du...
Ideal
• Increases as a marketing and sales tool are on  the rise and projections just getting bigger• Social media & access to i...
• Marketers’ dream: •   Content •   Demographics, psychographics •   Transactions •   Isolated population to study •   Mul...
From MPI
• EVERYTHING! • Formats (virtual vs. f2f, one2one, speed   networking, slow vs fast, pecha kucha,   hybrid, pods…) • Techn...
• Starting to be run like a marketing campaign• Longer periods of time to measure• Multiple events within an “event campai...
• Webinars & Webinar Archives• Livestream & Video Archives• Virtual Tradeshows• Virtual Learning Centers• Tweet Ups/Tweetc...
• Elicit emotion for upcoming f2f• Topic Continuity• Time/place for follow-up conversation following  reflection• Create m...
The Long Tail
• Greater Impact• Greater Insight• Greater Engagement
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
Event Insight 101: Using Attendee Data to Enhance Your Marketing Messages
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

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

  1. 1. Event Insight 101:Using Attendee Data to Enhance Your Marketing Messages Suzanne Carawan, VP Global Marketing
  2. 2. • Demographics• Psychographics• Firmographics
  3. 3. • Integrated• Brings over all event data into Silverpop database and relational tables
  4. 4. • # 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
  5. 5. • Comprehensive, often weighted • Transactions score, that is ($, frequency, used to determine which duration, periodicity) individuals are = engagement most active in score your organization or product or event
  6. 6. 1) Decide your engagement metrics2) Decide your scoring system3) Total your scores into one aggregate score4) Graph the score5) Measure the increase/decrease in slope6) Hope to see increase! If not, fix mix!
  7. 7. • Greater weight based on: • Monetary criteria • Clout/ level of influence • Number of connections/followers/years of service • Source of engagement• Decide what is the right engagement score mix for your organization
  8. 8. How Do We Increase Engagement?
  9. 9. • Behavioral-based• How you act, quality of actions• Level of impact• Level of energy, enthusiasm• Level of advocacy/belief
  10. 10. • Greater weight based on: • Monetary criteria • Clout/ level of influence • Number of connections/followers/years of service • Source of engagement• New Spicier Sauce: Decide what is the right engagement score mix for your organization
  11. 11. • Comprehensive, • Transactions often weighted ($, 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
  12. 12. Ideal
  13. 13. • 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
  14. 14. • Marketers’ dream: • Content • Demographics, psychographics • Transactions • Isolated population to study • Multichannel opportunities • Actionable • Measurable • Multi-touchpoint
  15. 15. From MPI
  16. 16. • EVERYTHING! • Formats (virtual vs. f2f, one2one, speed networking, slow vs fast, pecha kucha, hybrid, pods…) • Technology • Focused on experience • Blending of worlds (SXSW….)
  17. 17. • Starting to be run like a marketing campaign• Longer periods of time to measure• Multiple events within an “event campaign”• Changing metrics for ROI
  18. 18. • Webinars & Webinar Archives• Livestream & Video Archives• Virtual Tradeshows• Virtual Learning Centers• Tweet Ups/Tweetchats• Google Hangouts• Private Social Network Events• Event Parties/Pods
  19. 19. • 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
  20. 20. The Long Tail
  21. 21. • Greater Impact• Greater Insight• Greater Engagement

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