Event planners must further develop comprehensive data usage strategies if they are to succeed in a world of big data, according to speakers at the latest MPI Insights event from the UK & Ireland Chapter.
Led by CWT’s Vice President EMEA, Ian Cummings and Cvent’s Regional Sales Manager, Kevin Christensen, the two speakers agreed that while data is becoming more readily available, it isn’t always being properly utilised.
‘There is a massive amount of data around. From pre-event information to post-event feedback, plus so much information on individuals. Event apps are being developed all the time, with more than 300 currently available in the events market. What we need to be doing is developing data strategies, to assess what we want to know and how we can find this out with the technology available to us?’ said Ian Cummings.
Adding that ‘there’s no point gathering data if you don’t know what to do with it’, he said 'a strategy was integral to improving events year-on-year.’
Kevin Christensen of Cvent pointed out that many companies didn’t fully understand the point of data collecting technologies, saying that the cost is too high. ‘If you want to add a chip in a delegate badge to obtain information, it doesn’t actually cost that much,’ he explained. ‘It can add up for really large-scale events that cover a wide area though and this may be deterring some people.’
However, Cummings said that value of data significantly outweighed the cost. ‘As we progress in the tech industry, the price point of all this technology is coming down anyway- so I don’t think it’s something that should be a primary concern. It’s an investment that pays back.’
Held at the Amba Hotel Marble Arch, which has recently completed a £30 million investment and refurbishment programme, the event attracted thirty event industry professionals from organisations including BNY Mellon, Edwardian Group London, Hyatt Hotels, the Local Authority Building Control, Oman Visitor & Convention Bureau and PRG XL Video.