Virtual events offer unlimited opportunities to unlock insights from data – from tracking ROI to details on attendee demographics, behavior, preferences, live event analytics, and lead generation data. Here are three ways you can use this data to pave your way to success...
1. Measure and justify ROI
Event ROI is not just about what you gain from a monetary point of view. The ‘real’ ROI has more layers. Did you achieve high attendee engagement? Has your net promoter score increased? Did you gain more members for your Association? Did you amplify discussion on a certain topic or theme? Did you achieve a sustainable event?
Through in-depth data tracking capabilities, a virtual event platform will help you answer all these questions.
And what’s more? You can even justify the ROI for your partners with the help of relevant insights.
For instance, you can share the metrics on sponsored banner ads, such as unique impressions and clicks garnered.
Another example is the data on booth traffic. Which attendees visited? What actions did they perform? And even the leads generated via segregation into hot, warm, or cold leads.
This data will help build a convincing case for why they should continue sponsoring your events.
2. Improve attendee experience
Event data can help you improve your event. Why? Because you can collect real-time event feedback in both qualitative and quantitative forms.
For example, event analytics can tell you the unique views, likes, rating, and number of session chats for individual sessions. And a session that doesn’t seem to resonate with attendees can be ended early to make room for a session that is more in demand.
Similarly, booth analytics give you a breakdown of the activity in each virtual booth. If you notice that a particular sponsor booth doesn’t have many visitors, you can send a push notification or post on the event feed to drive traffic to it.
The event feedback survey tool helps to capture the feedback of the overall event and individual sessions. You can track each response in real-time and export the data for reference after the event.
All of these insights can be used to make improvements on the fly or to implement key learnings in your future events.
3. Understand your attendees better
You can harness event data to understand the behavior and preferences of your target audience. By tapping into this knowledge, you can tremendously increase the value of your events.
For example, you can discover which sessions, speakers, and booths were liked more and which ones weren’t.
You can deduce the most popular formats, the preferred mode of networking amongst attendees, and so on.
You can even review which ticket types performed best at your previous events and build an appropriate pricing strategy for your future events.
Then by integrating your virtual event platform with your MarTech stack you can send hyper-personalized marketing communication. This is guaranteed to appeal to your attendees and encourage them to interact more with your event and brand.
In summary
There are endless possibilities to use event data if you have the right virtual event platform. And virtual event data will help you scale your events and give you a significant competitive edge in the coming times.
This content is sponsored by Hubilo.
Author: Falguni Jain is a content marketer for Hubilo, the virtual + hybrid event platform built for engagement and event excellence. Hubilo's mission is to drive engagement - first and foremost - yielding greater business results. Engagement with your deeply branded experience, paired with our proactive and full-time customer success team ensures every event run on the Hubilo platform executes perfectly every time.