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Hal Licino

Making Sense Of Your Event’s Audience Data

Mar 06 2014, 03:00 AM by

Making Sense Of Your Event’s Audience Data


An accurate and thorough perspective on the overall trends in your event market category is absolutely essential for any producer or organizer. There is no option in this age when physical and online events seem to have blended to eliminate any clear delineation between them but for event promoters to gain undisputed mastery over all forms of potential attendee data. The sheer bulk of information is essentially useless and can actually be counterproductive unless it is distilled in a very specific manner whereby you can make sense of what it means to your event marketing campaign and how best to select and harness the most powerful of it.

A flood of information from 3 essential sources
This flood of information essentially breaks down into three separate sources:
  1. What people are searching for in your market segment and how they’re accomplishing that task
  2. What people are saying about your event and your overall market category on social media
  3. What people are actually doing, which is data that you are collecting by tracking their online, mobile, and box office activities
Data is worth nothing unless you can make it make sense
The coordination of this torrent of data is critical to the success of your event. You need to derive an impeccable level of clarity on what all this information actually means, and in order to do so you have to magnify both your data collection activities but most importantly your data analysis capabilities. All the data in the world isn’t worth a thing unless you can actually make it make sense and be able to leverage it to ameliorate your entire event’s marketing position.
Gain a vivid perspective onto the attendee’s decision journey
As a 21st century event promoter you need to deploy a set of tools which rationalize the big databases which contain the details of every potential attendee’s contact with your organization. Once you have gained this vivid perspective onto the attendee’s decision journey you will then be able to model exactly what the total costs per action are for your event, explore the most effective patterns to guide the ticket buying public through their decision journey, and locate problems along the way that are costing you valuable ticket sales. This process is not easy nor cheap, but the investment of time and resources which it calls for is indispensable in order to refine your entire event’s promotional and marketing campaign to drive prospects to your box office.
Challenge the delivery processes underlying each touch point
It is absolutely necessary for any event producer to challenge the delivery processes which underlie each and every touch point which engages the interaction of the potential attendee. You need to ask the complex questions of whether the processes you have implemented are actually making the best possible use of all the collected data as well as the opportunities for interaction which your processes are offering the ticket buyer. Are you being unwaveringly successful in meeting and exceeding the expectations which the potential attendee as about every single aspect of your brand, and are you delivering those actions at a speed which keeps them interested and engaged?
Don’t allow your event to be overwhelmed by competitors
Every factor which goes into play in the promotion of any event always centers around keeping your audience happy, and the wise event marketer is very well aware of the indelible fact that the event has to be seen in the eyes of the potential ticket purchaser as being an overwhelmingly positive experience from the beginning of the discovery process all the way until the attendee makes their way home after the event. To do anything else and therefore fall short of these critical expectations is essentially to admit failure and to allow your event to be overwhelmed by your competitors who are actually achieving these important goals.

Ensuring that your event stays one step ahead of the burgeoning curve of the data, design, and delivery requirements of the potential audience is a crucial aspect in your overall marketing campaign and could legitimately be the difference between a resounding success and abject failure.

Posted in Event Marketing

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