With two decades of experience in the events industry, Matt Coyne, owner of Waves Connects, crafts content for a multitude of needs. From captivating interviews and podcasts to informative content resources as part of a marketing strategy, he is dedicated to helping clients make waves with their content.
Artificial intelligence (AI) has undoubtedly been a hot topic of many event and conference agendas lately, but are we missing a trick?
There is no doubt that there have been significant advancements in AI technology and how it can support event businesses with marketing content, matchmaking and transcriptions, for example. However, one area is being overlooked: data and insight.
Exhibit managers and trade show organizers have faced a significant challenge over recent years: grappling with the overwhelming amount of data generated by their events and online activities, and knowing what to do with these data reservoirs they are collecting. Finding ways to analyze this data or hiring the right people to understand it has been no easy task.
At its most basic level, this could mean manipulating various spreadsheets from registration data to sales and prospect data into your organization’s CRM. Taking it up a level, you may be delivering online and in-person events, collating potentially thousands of records of interaction from badge scans to dwell time online. The amount of data is endless.
There is a lot of potential data to process and it's coming from everywhere. So, what do you do?
Using a universal data connector, powered by AI, you can integrate the data from your event tech stack to be aggregated, cleaned and enriched into a single platform, which will quickly and efficiently end the need for you to hire your own analyst or learn how to code to bring your data together in a cohesive manner.
AI fixes the mess of your multiple data points, eliminates duplicate records, fixes misspellings and cleans demographics across years’ worth of data. Doing this saves you hundreds of hours and means you no longer need one central supplier, and you can provide the right experience for your events, whichever platform is best for the audience.
Once your data is in one place, the fun part begins. AI can help you analyze and interpret this information for a far more profound understanding of event performance than ever before.
Through event technology tools such as Bear Analytics Bear IQ platform, you can do what you do almost every day: use Google-style questioning to find the results you want, for example, "show me a profile of our first-timers" or “view exhibitor performance” simply by searching churn rates or upgrades and downgrades near instantly.
You'll get your results from multiple data sources in seconds, without the manual process of having to work out which spreadsheets you need to look at or how they are connected to your data sources.
AI-driven analytics and reporting tools also make it easier for exhibit managers and trade show organizers to optimize their events year-on-year and can provide valuable insights into how people interact with the event, what they spend money on, how long they stay and more. We haven't even touched on the potential of predictive analytics!
Using AI in event analytics and reporting saves time and helps generate valuable insights and predictive analytics into customer behavior and preferences that would otherwise be lost in the chaos.
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