In this presentation, Joe Colangelo, CEO and co-founder of Bear Analytics, joins Alexandra Gibson, CMO of Event Farm, to discuss how event marketers can better leverage data in their event strategies.

1. BUILDING A DATA-DRIVEN
EVENT STRATEGY
10.1.2015

2. Alexandra Gibson
@Gibsondm
CMO
Event Farm
o Event data fundamentals – including the lingo
o How to successfully create your organizational data
map
o Qualitative vs. Quantitative data: aka Contextual vs.
Transactional
o Tips and tricks to navigate the data game
Joe Colangelo
@JoeColangelo
Co-Founder and CEO
Bear Analytics, Inc.

3. Source: Josh James, DOMO
https://www.domo.com/blog/2012/06/how
-much-data-is-created-every-minute/
We Are
Obsessed
With Data

4. 3 Pillars of
Data in Events
1) Data
collection is
accelerating
2) Data fidelity is
higher than ever
3) Data is now a
MEANINGFUL@BearAnalytic
s

6. So what does it
mean for me?
Event
Professional
@BearAnalytic
s

7. The Lingo
Contextual vs. Transactional
Structured vs.
Unstructured
Active vs. Passive

8. Yesterday: Events were Focused
on Contextual Data
Surveys
Focus Groups
Interviews
Committees
It still works!
Based on a
sample
Lead and prep
time
Measured after an
experience
@BearAnalytic
s
#EventData

9. Transactional Data is
the Future.
@BearAnalytic
s
#EventData

10. Event Intelligence is Powered
by Transactional Data
Attendees engaging with systems dedicated to
executing a transaction AND collecting behavioral
information
o Point of sale (registration)
o Session scanners
o Social media
o Beacons/NFC wands
o Speaker modules
o Event apps
o Desktop/Mobile engagement
o Hotel pickup reports
o Digital floor plan selection
o Content consumption – Ex:
second screen apps
o Wands/voting tools/kiosks
@BearAnalytic
s
#EventData

11. Structured Unstructured
Data that is assembled and
stored in an ordered fashion.
Conforms to a prescribed
data model.
Ex: Registration logs, app check-
ins, session scans.
Data not organized in a
defined manner, typically text
or contextual in nature.
Ex: Facebook comments, Tweets,
app comments, etc.
@BearAnalytic
s

12. Active Passive
Data and or information that
is generated directly by an
action taken by an individual.
Ex: Websites, email opens, in-app
purchases, check-ins, exhibit
scans, etc.
Information generated and
collected without an individual
actively contributing to the
generation process.
Ex: Beacon, RFID, NFC, and other
location-based technologies.
@BearAnalytic
s

13. Creating YOUR Data Map
The detailed layout of all internal or
external places where your event and/or
organization is collecting and storing data.
data map: [dey-tuh map]

14. Identify where YOUR data lives
Sponsors
Event
Registration
Members
Exhibitors
Publications
Marketing Prospects
Education
Social
Media
Committees
Where Does Your Data Live?

15. Where Does Your Data Live?

16. Clean and Consolidate the Information
DuplicatesDuplicates
Mispelings Abbrevs.
Mis_ing data
Misdirec
Dirty Data is Part of the Job
tion

17. Metrics that
matter

18. Where
are my
VIPs
hiding?

19. Loyalty
GeographyTiming
Engagement Revenu
e
EducationTim Johnson (#203-
465)
When does Tim
register, meet,
share, engage?
Who is Tim meeting
and what content is
he consuming?
What is Tim’s
willingness to travel or
total event
investment?
How much is Tim
paying to attend?
Is he using comp
codes or always
registering early?
How many times has Tim
attended our event |session |
hotel in the last 5 years?
What sessions or CE
is Tim attending?
Metrics That
Matter
@BearAnalytic
s
#EventData

20. Behaviors > Demographics
Before: “All CEO’s do X”
Now: “Of all people who do X, 18% are C-
Suite”
@BearAnalytic
s
#EventData

21. RESULT:
Knowing Your Customer
BETTER
Target messaging
Personalize experiences
Lower delta between
expectation and experience
Acquisition costs are reduced
@BearAnalytic
s
#EventData

22. Tips
and

23. Leverage the
Power of
PartnersCollect master reports
Emphasize data transparency
“Eat at your own restaurant”

24. Do Not
Fear the Findings2

25. Efficiency
Compounds3

26. Celebrate the
4

27. Data Cuts
Across
Silos

28. IMPACT AREAS:
Where data is generating efficiencies
Marketing
Attendee
Experience
Financial
Are we driving more
revenue, reducing
our costs, and
generating more
profit?
Are we marketing
and monitoring our
events more easily
and with greater
impact?
Are we lowering
the barrier to
experience value
for our attendees
– in real-time?
@BearAnalytic
s
#EventData

29. Joe@BearAnalytics.co
m
Joe Colangelo
Co-Founder and CEO
@JoeColangelo
Thank You.
@BearAnalytic
s
#EventData