In this blog, David Watt, CEO of CI Group, shares his insights on how event organisers can unlock the full potential of their event data, turning it into their most powerful asset that informs decisions, sharpens planning, and ultimately delivers greater impact.
The events industry is at a pivotal moment. For years, we’ve collected vast amounts of data at every touchpoint – registration, social engagement, feedback, and beyond. Yet, many organisers still find themselves asking: are we truly making the most of what we gather? Too often, data sits unused or is only dusted off for post-event reports, rather than actively shaping smarter, more impactful experiences.
From data collection to data activation
Let’s be honest – collecting data is the easy part. According to a 2024 Event Industry Report, 87% of UK event professionals state they collect attendee data, but only 41% feel confident that they’re leveraging it to improve future events. The real challenge lies in turning raw information into actionable insights that drive decision-making at every stage – from initial planning to post-event analysis.
As someone who has worked in events for two decades, I can confidently say that the industry has been experiencing a watershed moment over the past year. Today, there’s a noticeable shift in how data is being harnessed across the sector. More organisers are moving beyond static reports and embracing live analytics to inform their decisions in real time. By tracking attendee movement and session popularity as events unfold, for example, teams can instantly adjust – redirecting resources, tweaking schedules, and improving the experience in real time.
This dynamic use of data not only streamlines operations but also leads to measurable gains in attendee satisfaction and event outcomes. When data is used actively, it becomes a genuine driver of value and a helpful measure of ROI success – not just a tool for post-event reflection.
Common pain points
Why does so much valuable data go unused? A few recurring issues stand out. Siloed systems, with data often trapped in separate platforms (registration, apps, surveys) can often make it difficult to see the full picture. Many teams also do not currently possess the expertise or experience to interpret complex datasets and translate them into practical solutions. And finally, time constraints – in the fast-paced world of events, there’s rarely time to dive deep into analytics when decisions need to be made quickly.
These challenges are not unique to any one organisation. In fact, a 2023 global survey found that 62% of event professionals cite “lack of integrated technology” as their biggest barrier to effective data use.
AI: Turning insights into impact
This is where artificial intelligence is making a real difference. AI is rapidly becoming an essential tool for event organisers who want to work smarter, not harder. Event organisers who embed AI into their analytics platforms will be the ones who unlock insights what would otherwise remain hidden. Here’s how AI is reshaping the landscape:
- Predictive analytics – AI algorithms can forecast attendee behaviour, helping organisers anticipate which sessions will be most popular or when bottlenecks might occur. In one recent project, we used AI-driven models to predict drop-off points in a virtual event, allowing us to intervene and reduce attrition by 15%.
- Personalisation at scale – By analysing individual preferences and engagement patterns, AI enables truly tailored experiences – think personalised agendas, targeted networking suggestions, and bespoke content recommendations.
- Operational efficiency – AI streamlines logistics, from optimising room layouts to automating resource allocation. This not only saves time but also reduces costs – a 2024 UK study found that AI-powered event management tools can cut operational expenses by up to 23%.
Top AI tools for event organisers
Below are my most recommended AI tools for managing, capturing, and visualising data:
- Tableau: Known for its powerful data visualisation capabilities, Tableau is excellent for create interactive and shareable dashboards.
- Zoho Analytics: Offers comprehensive data analytics and visualisation features, making it easy to create insightful reports and dashboards.
- Julius AI: Specialised in data analysis with ready-to-use workflow templates and multi-LLM support.
- Datapad: Offers real-time data monitoring with automated anomaly detection and powerful visualisation elements – ideal for improving experiences on the spot.
The human element: Data and AI as enablers, not replacements
It’s crucial to remember that while data and AI are powerful, they’re enablers, not replacements, for human creativity and intuition. The best results come when technology augments the expertise of experienced event professionals, rather than dictating every decision. For example, AI might suggest the optimal session schedule, but it’s still up to the organiser to ensure the content resonates with their audience.
Looking ahead: A more intelligent events industry
As we look to the future, the integration of data and AI will only deepen. The global business events sector is projected to reach £1.2 trillion by 2030, and those who harness the full potential of their data will be best positioned to thrive. The opportunity is clear: by moving beyond surface-level metrics and embracing intelligent, real-time insights, we can create events that are not only more efficient but also more meaningful and memorable.
For fellow event organisers, my advice is to stay open and curious about new technologies and the practical benefits they can offer – invest in them, and empower your teams to start using data as more active guide for decision-making. As events get smarter, make sure you keep up. For those willing to invest in the right tools, skills, and mindset, the rewards are substantial: smarter planning, more satisfied attendees, and measurable impact at every stage of the event lifecycle.
