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Cameron Roberts delves into the world of live event data and how this could be the next step for event personalisation
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Cameron Roberts delves into the world of live event data and how this could be the next step for event personalisation.

Data collation and usage is an increasingly popular topic among the talking heads in the events industry, however the discussion typically revolves around pre- and post-event data. However, where many organisers may be missing a trick is with onsite data collation and analysis, which would allow planners to improve events in real time, rather than awaiting further iterations to make change.

These real-time changes could contribute to a more personalised experience for attendees, higher ROI for sponsors, a safer environment for organisers and numerous other benefits for the next generation of events.

For more information on the next generation of data insights onsite, I spoke to: Peter Lidgey, global CSO, ELEVATE; Robert Bowell, lead IT business partner, NEC Group; Rob Prevett, marketing director, Totem; and Nick Fagan, creative technologist, DRPG.

Data collation onsite

The first step in making improvements based on onsite data is the collation itself, this requires a combination of technical competency as well as a revamping of event processes to make data a priority.

Lidgey spoke about how “for a lot of events, data is down the list” and how this hamstrings a potential data strategy, as it is not embedded into the production cycle. He continued: “the planning of it [data collation] is not done early enough in the event cycle. It’s vital to get this step done early, you need to set the objectives, what are the key KPIs you’re going to measure success on?”

Once the impetus is in place it’s also a case of having the technology to collate that data, these solutions range from delegate tracking to facial analysis systems. DRPG implements both, however Fagan focussed on “simple things like triangulation of an individual, using Bluetooth, Wi Fi frequencies, their Mac addresses from devices,” as accessible tracking functions for organisers.

He continued: “We don’t need to know who they are, we can do this ethically. We can figure out within a few feet of accuracy where an individual is.”

So where does the events industry stack up right now? Lidgey explained that “the events industry’s been a bit rogue and a bit of an anomaly with the value of the data,” reinforcing the point that there is work to be done. He continued: “I think that’s having to change and we’re seeing that all the time. It’s no longer acceptable when a client spends half a million pounds, on an event series or campaign, which is in a live space and the data quality is non comparable.”

Use cases

Once organisers have collated data onsite, the next step is to develop it into insights, how does one use this in order to improve an event already in progress?

Prevett talks about having clear objectives for the usages of your data: “The big thing is, how can you impact the outcome of your event, during an event?

“I always think there are three groups of people that you’re looking to alter the outcomes for. So one is your partners and exhibitors. One is your delegates. One is your team, like your sales team or your marketing team.”

Lidgey reinforced the message that KPIs and objectives is critical for utilising data down the line, he says: “Let’s say you’ve got five KPIs, you’ve got three greens and two reds. The two reds are indicate that, against the benchmarks, they are below the score. What can then happen is we have we had a phone call with our client services team to indicate what that might mean. For the client, that means they can make changes so that they’ve got the data, which is very live in previous days.

“We see the most impact when it’s over a longer period of time, because there are more shifts and more locations. Then we can start to do some deeper analysis in comparison to past data sets, to help a client really understand where they’re winning and where they’re not.”

So, how do we implement this practically at an event? Having a goal in mind is a great setup, but the roadblock for many organisers will likely be the ideal implementation of a data strategy.

Prevett spoke about examples of how to change onsite experiences utilising data collated at that event: “If you’re able to a spot if a particular sponsor is not getting traffic to their stand then we can assess
how to change that. Can we send an audience notification to people to encourage them to go to the stand? Can we do something to alter the flow of traffic to get people to that stand?

“Something else we’ve done with clients, is things like pop up sessions. If you can see that a particular session has been really, well attended.”

In the process of innovating on the data front, the venue must be involved in any live alterations, Bowell spoke about how he has been working with organisers to create practical solutions.

He said: ““For us, data insights on-site can help drive proof of key locations at each event. If you were looking for tiered pricing, when it comes to exhibitor stands, you have a data set that could showcase the potential ROI of each location. The data could also potentially prove movement to dwell time on stands and compare dwell times across each location at the event.”

When changing the approach this way, there are bound to be difficulties with both implementation and ownership, few event teams have a dedicated data officer after all. Fagan says that producers often take the reins on simple data points, including sentiment reports for stands. However this becomes difficult when scale and insights are needed.

Fagan said: “It’s trickier when you get 5,000 people in the room and you want to know specifically, what messages are they reacting to and you’ve got to do the opinion side of it.
“We can collate the facts, we have how they’ve reacted to something as a data point. What happens then is that we still have got to have someone take a learning from this and say ‘this is what we should take from that’. So, it depends on the complexity of the audience and the outcomes desired as to where it sits in a team.”

What’s next

Technology and data are ever-evolving topics, what is cutting-edge today might be obsolete tomorrow, so, what should you be looking out for on the horizon for onsite data? For Prevett, the emergence of AI is the key to being more informed at events, but preparation is needed in order for the industry to be prepared for this new wave of technology. He said: “I think, over the next 12 to 18 months as AI and generative AI becomes more potent, we’re going to be able to do a whole lot more personalised event experiences. But unless you’ve got that data in the first place, it’s not going to work. I think there’s so much we can do in the moment by getting the right data to the right people at the right time.”

For Lidgey, the next steps are about delving into sentiment and having tech in lockstep with business objectives: “The biggest area we’re seeing is aligning the measurements to make sure that the live industry punches above its weight against the other marketing channels.

“The other big area is the unquantifiable, which is often the emotional connection between a brand and its audience, or a business and its audience. So, we’re finding we do a lot of work trying to quantify and qualify the emotional connection between an attendee and the event and their outcome as well.”

Fagan looked towards more outlay for new technologies and a wider adoption from the events industry: “It’s the output technologies that I think are really the most exciting next stage, like fresh air analysis and footfall tracking. Part of it is that we’re going to do it more, we’re going have more data available, it will become cheaper and people will become more aware of it.”

Event organisers have been responding to audience sentiment on the fly for decades, what is critical now is that we define those success parameters, implement technology as a measurement tool where possible and utilise those insights for a better event experience for the communities we serve.

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