The event planner’s guide to data mining

The phrase ‘big data’ is bandied about with much fervour, with everyone wanting a piece of the big data pie. As we’ve written about before, the right data about your guests is your ticket to creating events that truly resonate. But what kind of data should you be collecting, and how exactly should you be going about it?

Data is everywhere you look. The key to effective data mining then, hinges on knowing what to collect, when.

Data mining is the act of collecting and collating information in order to glean invaluable insight that will give you a leg up over the competition. Wanting to find out what your guest had for breakfast is pointless, the really juicy information centres around their interaction with your brand.

The advent of big data has seen consumers (understandably so) become wary of companies who want to use their personal information for commercial gain.

This means that your approach to data mining needs to be sensitive and considerate. The great thing about data mining is that while you benefit by being aware of the what, when, who and why’s, your guests benefit too.  The end goal? Gifting your attendees with content and experiences that they want.

Tracking break-out attendance, social media activity and professional details of your guests gives you a clear idea of what’s working, for whom.

Using details gleaned from the very first save the date, right through to your post-event survey enables you to paint a crystal clear picture of your guests and their expectations from your event. The trick to considerate data mining however, is the way you put this information to work. If you’re bombarding your guests with questions from the beginning of an event to its closure, or spamming their inboxes post-event with promotional material, you’ll only put them off.

The whole point of data mining is to view the big picture. After all, information means nothing without context.

Connecting the dots is crucial in order to really give meaning to the numbers. If you notice that a particular session was popular, you’ll be able to send your guests further information about the particular topic. Working together with your sales team, you’ll have access to even more pieces of the puzzle. For example, if a guest has previously expressed interest in a product, and then attended a session about it, now’s the time to further pique his interest with a follow up call or special offer.

In the same vein, using past data about marketing and sales interactions can help you to match event content with your guests.

If you know that several of your guests have had interactions with your sales team, only to never make a purchase, you’ll be able to tailor the content of your event in such a way that it bestows new information about the product or service. No one wants to hear things they already know; by finding out about your attendees’ past interactions with your brand, you’re well equipped to give them an event experience that they want to have.

Having an event management system that collects, collates and stores guest data is crucial.

The amount of data that’s available to you means that manually managing it is out of the question. In order to really streamline and maximise your data mining efficacy, a smart event management system is essential. The bottom line? Without , effective data mining is impossible.

Find out more about our Guest Concierge Management Software, or download our free eBook “Turning your Events into Marketing Gold”.

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