5. No
of
Delegates
required…
x50
for
your
data
qty
requirement
Example
200
dels
x50
=
10,000
Current
database
7,000
unique
records
Budget:
the
magic
number
=
50
To
build…
3,000
unique
records
Average
cost
per
contact
£1.25
Data
investment
=
£3,750
6. No
of
Visitors
required…
x50
for
your
data
qty
requirement
Example
700
visitors
x50
=
35,000
Current
database
30,000
unique
records
Budget:
the
magic
number
=
50
To
build…
5,000
unique
records
Average
cost
per
contact
£1
Data
investment
=
£5,000
7.
1
Financials:
Data
Goals
&
Requirements
• Type
of
Event:
Launch
• Data
Project:
Event
Specific
i.
Start
at
the
end:
define
event
goals
&
clarify
expecta,ons
ii.
Numbers
onsite
&
revenue:
delegate
&
sponsorship
For
example…
a
typical
launch
event:
• 100
dels
/
£80,000
(£800
del
yield)
/
£100k
Sponsorship
• 20%
benchmark
of
dels/rev
to
acquire
thru
databuild
(20
dels/£16,000)
• Qty
of
new
data
(expanding
on
exis4ng
+
new
outright)
required
to
hit
this
campaign
sub-‐goal?
=
3,000
qty
data
requirement.
8.
2
Data
Discovery:
Targe,ng,
Mapping
&
Segmenta,on
2a)
Event
specific
audience:
who
precisely
are
we
targe,ng?
Planning
&
Prepara,on
10.
2
Data
Discovery:
Targe,ng,
Mapping
&
Segmenta,on
2b)
Internals:
what
internal
data
do
we
have?
Match
current
internal
data
to
target
audience
Planning
&
Prepara,on
11.
Internals
audit…
12.
2
Data
Discovery:
Targe,ng,
Mapping
&
Segmenta,on
2c)
Segment
final
data
sources
and
communicate
to
the
new
data
accordingly,
using
marke4ng
&
sales
channels.
Planning
&
Prepara,on
13. Where
and
how
do
I
invest
in
data
for
a
specific
event?
3
Cri,cal
Gap
Analysis:
Plugging
the
Gap
3a)
Internal:
primary
data
research
• In-‐house
or
Outsourced
(usually
the
laber)
• Brief
data
company
• Allow
4-‐6
wks
for
turnaround.
If
comple4on
8wks
or
less,
no-‐go
• Agree
contact
channels:
phone/email/mail/fax
ie.
par4al
or
complete
• Agree
level
of
research
-‐
web
research
only
and/or
phone
verifica4on
• Agree
expected
conversion
rates,
base
on
75%±
comple4on.
If
1,250
names
required,
send
1,325
• QC:
Ask
for
a
sample
ager
1wk
to
check
on
track
• Agree
phase
comple4on
dates
if
urgent,
ie.
1-‐3
batches.
14. Where
and
how
do
I
invest
in
data
for
a
specific
event?
3
Cri,cal
Gap
Analysis:
Plugging
the
Gap
3b)
External:
extend
data
reach
beyond
internal
data
only
• Content
marke4ng
/
lead
genera4on
(PR,
Partners,
PPC
etc)
• Referrals:
marke4ng
specific
campaign,
speakers
&
telesales
research
• List
swaps:
with
partners,
other
publishers
and
events
co’s
–
why
not!
• Industry
lists:
Top
company
lists/co
rankings/directories/awards
shortlists
&
winners
–
research
co’s,
target
4tles
• Sponsor/Exhibitor
‘wishlists’
• Social
media
(Linkedin
&
Twiber
research:
automated
&
human
controlled
tools)
• Associa4ons
(Published
member
lists...)
• List
rental/purchase
(Beber
for
top
line,
generic
4tles,
not
complexity).
15. 4
Establishing
a
process
of
data
collec,on,
upda,ng,
cleansing
&
building
4a)
Data
Collec,on:
• Always
capture
full
details
at
point
of
registra4on
• Important
capture
approving
managers
and
PA’s
-‐
important
influencers
who
approve
budgets
&
manage
dec-‐makers’
diaries
• Use
your
data
team’s
data
capture
template
for
import
-‐
ensure
all
codes
and
naming
conven4ons
match
the
database
• If
star4ng
from
scratch,
agree
&
create
relevant
demographics
for
your
market.
Don’t
underes4mate
this
project,
repercussions
later
-‐
what
info
is
non-‐nego4able?
Ie.
priori4se
‘Must-‐Have’s
vs.
‘Nice-‐to-‐Have’s.’
• Quality
checks.
16. 4
Establishing
a
process
of
data
collec,on,
upda,ng,
cleansing
&
building
4b)
Cleansing
&
Upda,ng:
• Ensure
all
data
that’s
been
updated
and
captured
throughout
the
campaign
from
various
sources
&
channels
is
imported
back
into
the
database
within
1wk
-‐
automated
or
manual
process
depending
on
your
CRM/database
• Essen4al
that
all
fields
match
the
database
format,
otherwise
this
won’t
get
done
17. 4
Establishing
a
process
of
data
collec,on,
upda,ng,
cleansing
&
building
4c)
Databuild:
• Approach:
numerous
op,ons!
i)
Work
with
‘refreshing’
and
‘expanding’
on
your
exis,ng
data,
eg.
Update
‘Goneaways’
&
‘Replacements’
(Refresh)
&
add
new,
relevant
‘4tles’
(Expansion)
ii)
For
new
data,
expand
on
companies
not
in
the
db,
thru
lead
genera4on
&
build
from
scratch
using
iden4fied
data
gaps,
plus
purchase
lists
(if
you
must!)
• Outsourced:
Communica4on,
brief
and
buy-‐in
is
key
-‐
get
the
right
‘fit’
with
a
genuine
ouqit
that
clearly
understands
your
target
market
&
wider
event
goals
• In-‐house:
Setup
rigid
process
and
KPIs,
incen4vise.
Must
be
efficient
for
good
ROI.
18. • Review
del
list
weekly,
ensure
new
data
is
matching
booking
profiles
• Track
and
measure
new
data
lists,
through
key
channels:
website
traffic
&
conversions,
telesales,
e-‐marke4ng,
direct
mail…
• Demonstrate
ROI:
Report
results
and
final
data
performance
within
1-‐week
of
the
event
–
good
prac4ce
for
historical
analysis
&
securing
future
investment
• Compile
an
annual
performance
dashboard
for
mul4ple
events,
to
support
future
benchmarking
&
decision
making.
5
On-‐going
analysis
of
data
performance
and
dynamic
data
management
during
an
event
marke,ng
campaign
19. Summary
–
Top
Takeaways
þ
Plan
from
6mths
out,
finish
4mths
out
þ
Capture
approving
managers
&
PA’s
þ
Data
volume:
more
for
events
vs.
subs
þ
Capture
all
contact
details
at
registra4on
þ
Consistently
monitor
the
delegate
list
þ
Be
crystal
clear
who
you
are
targe4ng
þ
Budget
Magic
Number
=
50!
