Are You Maximizing Your Event Data?

Event marketers today are inundated with technology and diverse platforms to aid in strategy management and execution.

While all of these different technologies are intended to make a day in the life of a marketer easier and more automated, sometimes softwares end up working in a silo. Without integration of different platforms within your tech stack, you’re more likely to miss key data about the holistic prospect or customer journey.


  Written by Sarah Friedman on 11/28/16 2:36 PM

4 Steps to Ensure Your Event is Worth the Cost

Measuring event ROI is notoriously difficult. How do you quantify attendee experience and the face-to-face interactions made possible by events? While event software platforms are taking strides in helping marketers assign number values to events, there is still no cut-and-dry method for determining your return on investment.

Yet hosting in-person events is a highly-effective marketing tactic—according to the 2016 B2B Content Marketing Trends, marketers ranked in-person events as the most effective marketing channel for the sixth consecutive year. So how do you take advantage of events as marketing tactics and feel confident in an event’s contribution to your company’s bottom line, despite not being able to calculate a definitive ROI? Follow these four steps to ensure that your event is worth its cost—even if you can’t precisely quantify its return.


  Written by Lauren Taylor on 8/17/16 3:34 PM

3 Steps to Measure Your Event Marketing Success

In our digitally-driven world, data reigns supreme. For almost everything we do online, there’s a metric tied to it. But when marketing efforts span offline, they become more difficult to quantify.

In speaking with many of our customers, we’ve identified one common challenge: What’s the best way to measure event marketing success? To answer that question, we’ve come up with a few tips to keep in mind before, during and after events, to help demonstrate positive results throughout all stages of the event lifecycle.


  Written by Sarah Friedman on 8/9/16 5:31 PM

10 Event Marketing Metrics You Must Track

In the early days of professional event planning, organizers experienced a phenomenon that expert Corbin Ball calls the “black hole of event data management,” meaning that it was hard to paint a comprehensive picture of event data before, during and after an event. However, new engagement tools and apps that have emerged in the past several years now track each individual through multiple touchpoints, changing the way that marketers fuse events and data.


  Written by Brian Pesin on 2/9/16 9:34 PM

Four Factors to Keep in Mind When Using Technology to Measure Event ROI

There’s no doubt that events play a major role in the most effective digital marketing mixes. Events are an incredibly important tool for brands to use, as they bring together a wider range of marketing assets, ranging from social to mobile to audience development and beyond. They're especially critical for companies looking to market to millennials, who increasingly cite live experiences as more important to them than physical objects. However, it's no longer enough enough to simply host an event. The most successful event planners will need to measure the event after the fact in order to evaluate overall efficacy and improve their strategy when planning future events.


  Written by Brian Pesin on 1/25/16 3:14 PM

3 Excel Hacks for Cleaning Up Your Event Data

Let’s be honest. There are two types of event professionals: those that have mastered Excel, and, well… everybody else. If you proudly consider yourself a master of columns, cells, conditional formatting and the occasional concatenate, congratulations! You’ve likely saved yourself hours upon hours of time.

If you’ve proudly shared or boasted about such skills with your colleagues then you also know the consequences of your mastery.  You may have officially been crowned the office Excel king or queen, being tasked with everything from a simple sum function to saving contact info to a CSV.


  Written by Brennan McReynolds on 10/21/15 4:14 PM

Tips for Building Your Data-Driven Event Strategy

Data-driven marketing is hardly a new concept. However, capturing meaningful data before, during, and after offline events has long been a challenge, even for the most seasoned event planner.

The good news is that there is a lot more data in the events industry now, stemming from the abundance of mobile apps, location-based services, and digital marketing techniques that help to collect additional information about your prospects and attendees. Once you have this important data at hand, you’ll need to figure out how to best leverage it to extract valuable insights that you can use to learn from past events, and optimize experiences that you have coming up in the future.


  Written by Brian Pesin on 9/24/15 5:19 PM

Using Technology Platforms to Gather Data and Demonstrate Event ROI

In this week's featured post from our Future of Event Marketing series, Event Farm's CMO, Alexandra Gibson, spoke with Justin Gonzalez, Senior Marketing Manager at DoubleDutch, a leading provider of mobile event applications that creates a highly social and engaging experience for attendees that generates a wealth of data and insight for organizers to demonstrate event ROI and success.

Throughout the interview, Alexandra and Justin speak about the importance of calculating event ROI, measuring success, and the different key metrics and technology platforms that event marketers can use to do so. Justin also explains many of the forward-thinking ways that DoubleDutch's customers use mobile technologies to gather real-time insights and analytics, as well as using them for creative applications to enhance the guest experience, and covers how this will continue to be important in the future.


  Written by Brian Pesin on 8/24/15 3:50 PM

105 Questions to Gather Data from Your Event Registration

When event planners organize an event, one of the early things that can determine its success is asking the right questions during the event registration process. In addition to collecting the essentials like name, email address and phone number, asking different questions will make it easy for you to gather additional data about your attendees without having to do much extra work or taking up much additional time.

There are many different types of questions that you can use to do this. Some will help you gather additional demographic information, such as their education background or income levels. Others may help you gear up for tackling tactical tasks at a specific event, like asking about meal preferences and other logistics to make sure that your event goes off without a hitch. Last, you can ask questions about your attendees’ personal preferences and buying interests that may not relate directly to your upcoming event.


  Written by Brian Pesin on 8/20/15 9:31 AM

Why Brands and Companies Will Continue To Hold Events in a Digital Age

In the Future of Event Marketing, we interviewed 12 industry experts about what the future holds for the events industry and how it will impact event planners and the brands they represent moving forward. In the series, we explored some of the hottest topics related to event marketing, including today's most important event technologies, the role of data in events, how offline events will integrate into a brand's comprehensive marketing strategy and more.

In addition to the series' video and audio recordings, we'll also release the interview transcripts over the coming months on our blog. This week, we're pleased to bring Nagham Hilly, Director of Events and Special Projects for the popular publication WIRED, and her valuable insights to the table. She and Event Farm's Clara de Soto discuss how event data is changing the way marketers view experiences, and how to avoid getting caught up in the noise of "shiny and new." Nagham also explains why brands and companies will continue to hold events at all, and how they can be measured for business success.


  Written by Brian Pesin on 8/18/15 4:33 PM


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