12


Spring 2017


MARTECH


When Event and Marketing Technology Collide . . . Great Things Happen!


by Corbin Ball A


lthough events are proven promotional tools, until recently they’ve lacked the detailed data collection and analytics


capabilities found with other marketing vehicles such as email campaigns and websites. Much of what happened at the event or trade show stayed at the event or trade show! However, this is changing, and events and trade shows are rapidly becoming central to an overall marketing effort. With the recent explosion of on-site data


collection and analytics tools, meetings will no longer be the black hole of marketing analytics. A gold mine of event data is becoming available, detailing attendee preferences, interests, movements, and interactions. This data can help meeting planners make midcourse corrections on existing events and improve future ones, provide significantly more value for exhibitors, and give attendees a richer and more personalized experience.


Sales automation tools and CRM systems


now allow for tracking consumer and attendee behavior at events with precise detail. As such, event analytics are moving to a central position in the marketing mix and can help planners using these tools take a seat at the C-level table with sales and marketing executives. New corporate positions, such as VP of Sales Analytics and SVP of Sales Effectives, point to this shifting trend toward the importance of analytics. Event planners and marketers can work together to improve the event and provide a much more detailed profile of the attendee’s (customer’s) interests and desires, while elevating the importance of events within the organization. Following are trends that are making this possible.


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