This document provides guidance on how to use data collected from events to improve future events. It outlines collecting data from memberships, events, and social media and storing it in a central location. The data should then be analyzed to plan improvements. Data can be used to source speakers, find sponsors, understand value created, and adapt offerings to members and sponsors. Automating the data collection and storage process and testing and learning from the data are emphasized for continuous improvement.

1. June 2014

2. HOW TO USE THE DATA YOU COLLECT FROM
ACROSS ALL YOUR EVENTS TO IMPROVE YOUR
EVENTS

3. Plan
Collect
Analyz
Use
Analyze
Organize
& Stock
Improve

4. THE SOURCE

5. Where is my data?
MEMBERSHIP EVENTS SOCIAL SURVEY
Year Cycle
E
M
S
SOCIAL
S
S
E
S
S
E
S
S
E
S
S
CRM

6. The data management loop
Collect
Analyz
Analyze
Organize
& Stock
PlanImprove
Use

7. COLLECT. STOCK. ORGANIZE. SELECT

8. AUTOMATE THE PROCESS

9. Event
Registration
Demographic
data
Financial data Loyalty ratios
Event Survey Value of your
impact
Voice of your
attendees
Membership
Survey
Assesment of
the past
Expectations
for future
activities
Social Data Feelings,
sentiment
Future
members,
speakers…
Feedback
Few but strong, relevant and sustainable over time KPI
Example of collected data

10. USE
Picture from The Lego movie

11. •Source speakers
•Find sponsors
•Target new audience
For existing events
•Understand the value creation area
•Adapt our offerFor our members
•Listen to their voice
•Facilitate new sponsorsFor our sponsors
•Crowd topics
•New speakers
•New sponsors
For new events
•Leverage influencers
•Share valueFor Social Media

12. The data management loop
Collect
Analyz
Analyze
Organize
& Stock
PlanImprove
Use

13. THE LEARNING EFFECT

14. •Global ratio
•Low signals
•Long term reports
•Fail fail fail!
•Ask ask ask
•Common fields
•Easy to use
•Automated
•Direct business
•Understand
behavior
•Segment content
Know
Why
Databases
Analyze
Test &
Learn
The key points

16. @etouches
etouches.com/virtualtour
Thanks!
@juliencarlier
Julien Carlier
Social Dynamite CEO & Founder