At events, big data is used to gather information about how stakeholders interact with events. Usually, it is collected from the audience. The resulting conclusions influence future designs and planning. However, good analysis should always precede correct actions.
Big data allows event professionals to better understand their audience, as well as their behaviour. They can then adapt their strategy so that it has more positive effects on their goals. Those, for their part, benefit from an experience that is more convenient for them.
Use big data to create a personalized event experience
the experiential marketing It is a hot trend right now. It integrates effectively with events and can have amazing results with good use of big data. else Technological trends, either be around Artificial intelligenceVirtual reality or even geolocation, offers endless possibilities. Thanks to all these parameters, you can create a unique experience for the participants in each of your projects.
For example, you can use RFID (Radio Identification) name tags to provide access to specific information. When the participant has access to products or services of interest to him, he is Receive a notification or even product details. This will allow him to continue his exploration.
Use event driven big data before the eventt to create specific suggestions. Each attendee receives a personalized guide to the event space with vendors or sessions that match their interests. This is how you present it Experiment according to their needs.
In fact, the options are many: payments with electronic wristbands, networking via virtual business cards, scanning offers via QR code. It is up to you to choose the one that best suits your concept and audience.
Big data can be used to tweak your event concept on the go
Project any event by collecting big data in real time. Once again, technology works wonders to make this happen. the the crowdFor example, it can detect everything from a participant’s location to their heart rate. This way you can decide when to deal with it and when not to. In this second case, you can immediately modify your mentions or directly encourage them to participate. Best of all, it is possible to change the schedule to better meet the needs of your audience.
In events, big data can be collected in two different ways: positive and negative. For the former, participants provide the data themselves by responding to questionnaires or providing feedback. In the second case, the data is collected as the person moves around the location.
In order to improve your results, Combine the two methods. Use the event app to ask attendees questions. At the same time, monitor their participation in heat mapping or even analysis of facial expressions. In all cases, Reply as needed. Application data indicate poor seating arrangement during the session? Change them before the next stage.
Identify and solve flow problems!
the Geolocation It is one of the big data tools that can be used in events. In this case, it is not only used to find out where a person is. also allowed crowd density detection In different places on the site. By knowing the information, planners can rethink the design of their future spaces. They are taking steps to improve flow management.
If attendees gather near a point of sale, for example, add waiting seating areas. Since there are long lines at the entrance, this is a sign that you need additional entries. Otherwise, you can also change a file recording system In order to facilitate access.
follow them Sitting directions To discover areas where the number of seated decreases. Try to understand why people choose one site over another. The cause could be noise, air drafts, poor lighting… In any case, once you have the answer, implement a solution to avoid heavy flows in other areas.
What data do you need?
When using event big data, focus on the important points. Use these stats for Understand how attendees behave during your event, Are they engaged or not, where did you strike a chord. Obviously, the points to improve are also part of the lot. To do this, you first need to collect the correct data. This will prevent you from having multiple information that is difficult to analyze and does not serve you well in the end.
Therefore, start small and gradually expand the field of research. to gather Background Information on the participants. During the next edit of your event, you will be able to track your old audience against your new audience. This will allow you to get a comprehensive view of the situation: How many loyal participants are there? If there is not enough, what can be done about it? If there is more than new, how do you attract new people?
The second type of data to be collected: Directions for registration and attendance. Big event data will give you accurate answers to the following questions: Is there a gap between tickets sold and those used? Did some people miss the recordings? Are there people who registered but did not come? How many are they? Find out when, how and where participants purchased their tickets or registered. Did some of the strategies increase sales or cause the opposite?
Don’t forget: the participants’ experience
Whatever type of event you organize, it remains the best measure of success Participant satisfaction. This is why you should never forget it in your event big data. Here are some things you should take into consideration: Venue, location, transportation, food, sessions. Participants must express themselves regarding the practicality of the site’s location, the importance of programming, as well as general satisfaction, among other things.
To get this information, you have several options. It is possible to use a file A specific app for live polls throughout the event. Creating interaction, this method increases the participation of the participants. You can also watch Social media feeds. Some people prefer to post their bad (or good) experiences there rather than respond to a survey. In all cases, Post-event surveys They also help gather information and learn how to transform the experience.
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