What does this mean?
There is broad acceptance that using data effectively can revolutionise the planning, execution, and evaluation of events. A data-driven approach will optimise the logistical aspects of events, enhance audience engagement, and provide valuable post-event insights to identify opportunities for innovation in future event planning.
Our research suggests that one area where data isn’t being fully exploited is in the personalisation of marketing messaging. By gathering and leveraging relevant data (in real-time or other), event organisers can more easily tailor their marketing efforts to specific audience segments.