DEEP: Data-Driven Enterprise Event Planning is about applying evidence-based decision making to event marketing to help forward-looking event planners evaluate the rigor of their decision making, and generate new ideas on how they might use technology to improve their event planning process. The event marketing industry has, arguably, been hesitant to embrace 100% data-driven planning due to the high-touch nature of the business. As CMOs demand evidence-based approaches that align with corporate OKRs, data is replacing knowledge of the latest color schemes and consumer trends as the “must have” intelligence for event planning. Cornerstones of the DEEP model include:

• Platforms vs. point solutions
• Extensibility into the enterprise’s greater marketing stack
• Breaking down data silos with single points of visibility into cross-enterprise metrics and activities

Read our DEEP Whitepaper to learn more about Data-Driven Enterprise Event Planning.