How to Leverage Event Data as Your Secret Weapon for Success

Obituary: Cookies are dead.

You can no longer rely on cookies for tracking attendee behavior so what now? You leverage events of course!

Events are a goldmine for collecting and analyzing first-party data from your attendees and we’re here to tell you why.

1. Collect Authentic Audience Insights

When your attendees come to your event, they bring with them their preferences, their expectations, and all their current and future requirements. All you need to do is ask them through surveys and polls. You’ll get all the information you need, and more!

2. Gather Comprehensive Behavioral Data

A visit to a booth, sitting down for a valuable session, playing a game – your attendees are busy doing stuff that interests them. This is behavioral data that can be irreplaceable for you when you’re gauging event success. Knowing what kept your attendees busy can tell you what worked well at your event.

3. Get Enhanced Engagement Metrics

Events can also help you gather information about who attendees engaged with and how. So chat metrics, booth visits, webinar views or onsite session check-ins, and general attendance data are all valuable finds.

Events offer the best first-party data marketers can hope for. But how can you leverage it to enhance your event strategy? Here are some action items to consider:

• Gather pre-event data by asking registrants to fill out a survey. Use that information to execute an even better experience curated for them.
• Collect real-time data to gauge the success (or lack thereof ) of your event as it happens. This can help you improvise and think on your feet – quickly!
• Post-event data is an asset when you debrief and analyze your event’s outcomes. See what to keep, what to stop, and what to add for your next events.

Want to read more on the importance of first-party data and what you should track? We’ve got it all here.