Thanks for the tips!
We use attendee engagement data and poll question data to better define marketing personas for future targeting.
Like Beline, we also provide continuing education credit, so it is imperative that we are able to track the amount of time they attended, and all their poll answers. We previously used Zoom and were able to capture it all in Zoom, but now that we have converted to Attendee Hub, we don't have to pull stats from two different places!
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Lori Wildman
Senior Marketing Manager
DuCharme, McMillen & Associates, Inc.
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Original Message:
Sent: 03-23-2022 12:33
From: Megan Clark
Subject: Are you capturing the event data correctly to drive maximum value?
Hi everyone! Mid-week has arrived and so has this week's Tip of the Week post!
All the planners and marketers in this forum will agree that – analytics and data are the new gold. As far as your event business goals are concerned, nothing beats the importance of automating the data capturing process to ensure accuracy. With the right technology in place, you can turn data into measurable value and unlock the promise of event-driven marketing!
This is where Cvent can help you succeed in the modern era by providing integrations that get your event and attendee data quickly and easily into systems like Marketo and Salesforce. There, you can use it to build relationships and generate revenue.
Let's look at some quick steps that can help you transform your data into measurable values:
1. Figure out what you want to accomplish with your data first:
- What do you hope to learn? Where will this insight lead your organization? Data for data's sake is worthless-you need a clear, actionable goal to turn data into dollars or any other type of measurable outcome.
2. Identify what data you need to accomplish your goal:
- Start by thinking about all the sources of information that could help you understand what happened at your event. What did people do when they got there? What was their experience? What were their interactions with your company? Which pieces of data are most relevant to your goal, and which sources yield the best quality information?
- Keep in mind that data is not limited to during your event. Consider capturing data for your Total Event Program so that you have a complete data picture that includes engagement before, during, after, and between events. One such tool that can help you achieve this is ENGAGEMENT SCORE™ which allows you to qualify and attribute scores to attendees based on their unique set of event activities!
3. Map out what you currently do to capture event data:
- Think about how this data is stored and whether it's accessible in a way that will make it easy for you to use. You should also consider what you do to activate event data-how are insights turned into action?
4. Contrast your current approach with the results you want:
- What's the best way to answer your most important questions? How confident are you in the data you currently have? What are the potential risks of not using data at all? Are you creating extra work by housing data in multiple systems?
5. Select technology that will help you accomplish your goals:
- While there is no single silver bullet in technology, there are a few essential features. The technology should be able to turn data into insights with minimum human intervention, it should be easy to implement, and it should accommodate growth and change.
- You can refer to Cvent's event data solutions to capture insights across the entire attendee journey to improve experiences and prove event marketing ROI. In this end-to-end solution, you'll discover solutions that will help you with -
- Report on key event KPIs
- Score every action
- Get real-time insights
- Act on attendee feedback
- Drive results with data
Questions for you:
- How has Cvent improved data capture for you?
- Do you have any data capture hacks using Cvent tools that you'd like to suggest to other members?
Looking to stay up-to-date with the latest product innovations? Watch our Quarterly Product Update webinar to hear about the recent enhancements to the Cvent product suite and more! Register Today!
As always, please feel free to share your expert opinions in the comment section below!
#CventTip
#ReportingandInsights
#ExecutingStrategicMeetingsManagement
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Megan Clark
Assistant Team Lead, Online Community Marketing
Cvent
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