The bar keeps getting raised for enterprise event planners, as does the multi-faceted pressure placed on them (contrary to popular misconceptions, event marketing professionals do a lot more than "party planning" and picking out place settings):
- Attendees expect exceptional value, targeted content, engaging activities, and frictionless experiences.
- Corporate leadership expects measurable ROI.
- Purchasing demands efficiencies and economies of scale.
- Marketing dictates compliance with brand guidelines.
- Legal demands compliance with data security protocols (GDPR, Privacy Shield, PCI-DSS) and, of course, the general elimination of any risk of any kind to attendees.
- Shareholders expect quarterly growth in sales and profits.
Fortunately, today's Data Driven Enterprise Event Planning (DEEP) platforms, combined with technologies like RFID-enabled event credentials, beacons, and web monitoring tools, enable event professionals to collect an incredible range of data.
Armed with these insights, enterprise event pros can target the right audiences with the right events, continually improve the experience, and quantify the value of each conference, trade show, experiential event, or other type of gathering.
Event pros will of course choose different metrics to track based on the event type, technological toolset, specific objectives, and priorities. For example, it may be possible but unnecessary to calculate a precise ROI for an annual customer conference, because the soft benefits are sufficient to justify the investment.
Though much of this data, particularly around attendee engagement, will be collected by your event management platform, data will also be gathered in other tools (e.g., social media monitoring, hotel block management, mobile event apps) and ultimately used in other systems (e.g., CRM, marketing automation, and data visualization dashboards). So it's essential to use a platform that easily integrates to these other tools.
Choosing the best event management platformfor your organization depends on the size of your company as well as the frequency and complexity of the events you host. A SaaS tool like Eventbrite or Eventzilla works well for small, simple events. Midsized companies may opt for a system like Bizzabo or eTouches. In large organizations, planners will likely opt for enterprise-grade event management platforms like Cvent or G2Planet.
Organizations need not only the technology to collect event-related data, but also tools to analyze and make use of that information. The CEIR blog notes, "As we move into the world of Big Data and gather more and more information from our events, the paradox is that it gets increasingly challenging to make sense of all of that information."
As with other aspects of event planning like venues and speakers, the challenge for event pros when selecting which metrics to track and which tools to use is the same: choose wisely.
G2Planet can help consult on best practices for data collection, management, and analysis—which is why some of the worlds largest and most innovative corporations trust us to help manage their sophisticated event planning needs.
Contact us today to schedule a demo of any our event management platforms.