Are Analytics Still a Challenge for You?

October 3, 2017
Nishita Jain

For event planners and marketers, analytical reports can be gold mines for driving registrations, adoption of tools and calculating ROI. However, the true potential of analytics remains underutilized in testing the effectiveness of marketing efforts, testing new audience segments and creating impactful cross-promotional efforts. This is mostly because there are a plethora of options and features available, as well as disconnected channels that add significant complexity to the analytical process and make accurate attribution extremely difficult.

If you have been struggling with putting your data to work for driving positive change within your organization, here are five essential techniques that can help you build accurate and effective reports.

  1. Use Campaign Tracking Parameters
    Add URL parameters to your links in web ads, emails and social media posts to capture campaign source, medium, term, content and name. This will enable you to analyze your traffic patterns and campaign ROI in detail. Google provides an easy tool for adding appropriate parameters to your links.
     
  2. Monitor in Real Time
    If your marketing automation system and/or analytics tracking solution provides this feature, then make the most of it. Monitor the audience engagement immediately after launching a new promotion since that is the time when you’ll probably see the most activity. This will help you not only understand which channels are delivering maximum value but also make improvements and corrections to your messages if needed.
     
  3. Compare Different Date Ranges
    Add depth to your analysis by doing week over week, month over month and year over year comparisons to get insights on whether critically important factors such as the audience size, page views, revenue and more are growing per your expectation.
     
  4. Compare with Industry Benchmarks
    Gain a better understanding of the trends occurring in your industry by comparing the performance of your assets with aggregated industry data. If possible, refine by geographical location, organization size and other categories, to get a more accurate picture of the space your company and events are a part of.
     
  5. Analyze for Mobile Devices and Platforms

Increasingly, the share of mobile devices is growing significantly for email and social engagement, as well as for searches and sales. To tap into the new opportunities that this presents, you first need to know what volume of your traffic is coming from mobile devices and platforms, and then analyze what content triggers deeper engagement on these.

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NO WISH IS TOO BIG AT THE ORANGE COUNTY CONVENTION CENTER
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact
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