The document outlines 5 key steps to effectively manage data for an event marketing and sales campaign. It discusses: 1) Setting goals and data requirements based on event targets. 2) Conducting data discovery through audience mapping and segmenting existing internal data. 3) Performing a gap analysis to determine what additional data is needed. 4) Implementing data processes and acquisition methods to fill gaps, including primary and secondary research. 5) Measuring data performance against goals. The overall goal is to maximize chances of event success through strategic data management.

1. 5
key
steps
to
effec,vely
manage
data
for
an
event
marke,ng
and
sales
campaign
James
Wight
Formerly
UBM
Conferences,
IQPC
(SSON),
Global
Leaders

2. There’s
no
Secret
Sauce!
But
there
are
best
prac4ce
guidelines,
steps
and
measures
you
can
follow,
to
maximise
the
chance
of
a
winning
recipe…

3. Typical
Event:
Minimum
6
Month
Process
5
steps
1
3
4
5
6
2
3.
Gap
Analysis
4.
Data
processes/
execu,on
5.
Data
measurement
&
performance
Event
Runs
1:
Goals
2:
Data
discovery
Months

4. 50

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

9. MARKET' CATEGORY'/'INDUSTRY' JOB'TITLES'/'FUNCTIONS' GEO'FOCUS'
%'PAID'DEL'
TARGET'MARKET'
WHY'ATTEND'&'WHAT'
WILL'THEY'ACHIEVE?'
PRIMARY' ' ' ' ' '
' Medical'Device'
Manufacturers'
Heads'of,'Directors,'
Managers'&'Officers'of'M'
• x''
• y'
• z'
70%'US''
'
20%'Western'Europe'
'
10%'RoW'–'China,'
Japan,'S'Korea'
'
50%' '
' Medical'plastic'products'
manufacturers'
'
'
Heads/Chiefs'of,'Director,'
Managers'&'Engineers'of:'
• x'
• y'
• z'
90%'US''
'
10%'Rest'of'Americas''
'
25%' '
'
'
'
'
'
SECONDARY' ' ' ' ' '
' Suppliers'of'medical'plastics' Senior'Leadership:'CEO,'VP,'
Directors'
'
70%'US''
'
20%'Western'Europe'
'
10%'RoW'–'China,'
Japan,'S'Korea'
'
20%' '
TERTIARY' ' ' ' ' '
' Academia,'Consultancies,'
Outsourcing'Partners,'
Technology'Providers,'Law'
Firms'
'
'
CEOs,'Presidents,'VPs,'
Directors,'Heads,'Managers,'
Principles'of:'
• Engineering'
• Business'
Development'
'
100%'US'' 5%' '
TOTAL' ' ' ' 100%' '
Target
audience
map…

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!

20. Thank
you.
Ques,ons?
Contact
E:
james.w.wight@gmail.com
Tw:
@eventsmarketer