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When it comes to utilizing your event data, where do you start?

  • 1.  When it comes to utilizing your event data, where do you start?

    Cvent Staff
    Posted 26 days ago

    Hello and happy start to the week! Ready for the next Huddle of the Week discussion?

    Our very first discussion for this Huddle of the Week series was on the differences between in-person and virtual event KPI's. Great points were mentioned regarding tracking online engagement & interactions, attendance, and profit/budget costs.

    Now that our industry has been successfully executing virtual events for quite a while, it's time to dig into the data. This is where the event planner and the marketer can work closer than ever before to not only capture insights through their virtual and hybrid programs, but convert and in turn close these leads. So,

    • When it comes to utilizing your event data, where do you start (meaning which insights are you focusing on capturing)?
    • How are you using this important event data to reach your event goals and broader organization goals?

    Let us know your thoughts below! #HuddleoftheWeek #VoiceIt


    #ManagingVirtualEvents
    #ReportingandInsights
    #ExecutingStrategicMeetingsManagement

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    Danni Czark
    Senior Associate, Online Community Marketing
    Cvent
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  • 2.  RE: When it comes to utilizing your event data, where do you start?

    Community MVP
    Posted 24 days ago
    Hi Danielle,
    Because we offer CPE, we are actually tracking the answers to poll questions and time attended. We use those to confirm they met the requirements to receive the CPE.

    In addition, both of these data sets are used by our business development team in any follow-up. The data points from the poll questions (which are actually questions to learn more about their environment and what their needs might be) then help the BD team with some additional intel on how we might help them. 

    One of the more interesting (?) analytics is that we've determined that about 2/3 of registrants actually attend the webinar. We do not offer the recording or the presentation deck to those who miss the webinar, which I think may help cut down the no-shows... I for one, sign up for webinars knowing I can't attend, but that I can watch the recording later when it's convenient. But because our webinars are educational... and we give away information we may not want our competitors to know... we do not make them available later.

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    Lori Wildman
    Senior Marketing Manager
    DuCharme, McMillen & Associates, Inc.
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  • 3.  RE: When it comes to utilizing your event data, where do you start?

    Posted 24 days ago
    • When it comes to utilizing your event data, where do you start (meaning which insights are you focusing on capturing)? Our focus has changed from quantity of registrants per event to quality of what we offer and how we present those offerings through our event management site. We want to give our best understanding of our events to our potential registrants, and we have seen an uptick of overall registrations to about 75% of event capacity to 89% capacity. This comes from a lot of cross event reporting and updating our event websites on Cvent in the new Flex platform. Also, we have had a more concerted focus on helping our registrants complete their payment. Our previous model had allowed all registrants to give us a digital "I.O.U.". We ended up struggling to track invoicing and payments after events. We've made great strides to give better options to our registrants and to track our online and offline transactions to keep invoices moving out on a better timeline.
    • How are you using this important event data to reach your event goals and broader organization goals? We are becoming more registrant-centric. We want to strengthen our relationships by working with our registrants and on behalf of their needs. This data is showing us which event offerings are fitting in the current reality for our constituents. We are staying more on target with our budget, and we are staying in contact with our participants to be an ultimate resource for the services that our organization offers.


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    Amanda Adams
    Mid-Atlantic Territory Client Services Coordinator
    Cognia, Inc.
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  • 4.  RE: When it comes to utilizing your event data, where do you start?

    Posted 24 days ago
    We also offer CPE, so we track the answers to poll questions and time attended. We use these as well as survey questions to confirm they met the requirements to receive the CPE.



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    Scott Sward
    Global Travel and Events Manager
    Viewpoint, Inc.
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  • 5.  RE: When it comes to utilizing your event data, where do you start?

    Community MVP
    Posted 23 days ago
    Hello Danielle,

    I'd say that the switch to virtual had a silver lining in that it forced us to redefine which KPIs we wanted, and how to measure the success of an event. We're peculiar in that our events are not for profit, as we are a member-based organization. 

    So attendance numbers, and how much the conference was enjoyed by members, are our key indicators. It was interesting to see that, especially since our events are free when virtual, the registration numbers and attendance numbers are much more different than from the in-person conferences. It seems obvious but we went from a couple of no-shows to about 40% no-shows. 

    That said, we still have more attendees than ever, so we also decided to add questions on what our attendees want to see in the future: virtual, or in-person events? 

    That's where analyzing the data will be crucial to reach our goals, which is to put on not only content that's relevant to our members, but also make sure that content is accessible. We also have qualitative feedback in there on which topics resonated the most, and what they want to see next. 

    Cheers,

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    Béline FALZON
    Conference Program Specialist II
    California Teachers Association
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  • 6.  RE: When it comes to utilizing your event data, where do you start?

    Posted 22 days ago
    • When it comes to utilizing your event data, where do you start (meaning which insights are you focusing on capturing)?
      • Having a broader rage to reach out to more potential attendees with quality content.
    • How are you using this important event data to reach your event goals and broader organization goals?
      • aligning events with company goals, missions, and vision has always been a positive element to content.


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    Mary Ann Hall
    Event Planner
    Federal Reserve System
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  • 7.  RE: When it comes to utilizing your event data, where do you start?

    Posted 22 days ago
    • When it comes to utilizing your event data, where do you start (meaning which insights are you focusing on capturing)?
      • Registrants
      • How many logged in
      • Beginning number of attendees
      • Largest amount of attendees
      • Ending number of attendees
    • How are you using this important event data to reach your event goals and broader organization goals?
      • We are trying to figure how to be more engaging. We are playing around with possibly having videos on demands so that people can view when they have time.


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    Chelsea Tyrie
    Senior Executive Assistant
    American Contractors Insurance Group
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