Live events are a centrifuge of rich data. Yet only 11% of marketers use data when they make decisions about consumer experience. The rest of the time, they rely on their gut instinct. Few brands are leveraging the benefits of big (and small) data to optimize their events and live experiences to make them more personal. This presentation discusses the value of leveraging data-backed artificial intelligence informed by social media profiles, RFID, NFC, voice recognition and more.