HIP Events Presentation, September 24, 2015

1. THE FUTURE OF
DATA AND EVENTS
September 24, 2015 @BearAnalytics
#EventData

2. Joe Colangelo
Co-Founder and CEO
@JoeColangelo
1. Big data in industry TODAY
2. How contextual data was the basis of insight in
attendee experiences
3. Why understanding transactional data is the
future of engineering event experiences
@BearAnalytics
#EventData

3. Source: Josh James, DOMO
https://www.domo.com/blog/2012/06/ho
w-much-data-is-created-every-minute/
We Are
Obsessed
with Data
@BearAnalytics
#EventData

4. Large Companies Are Using Data
to Power Personalization TODAY!
One of the strongest
recommendation
engines on the internet!
Testing same day
shipping and “pre-
purchase” shipping.
Content prediction
engine is powered by
historical viewing
habits.
Mining user behaviors
to engineer successful
content.
Using customer data to
engineer therapies and
fuel discoveries.
Custom create drugs
that are more
efficacious and have
less side effects.
@BearAnalytics
#EventData

6. The Four “V’s” of Big Data
@BearAnalytics
#EventData

7. So what does it
mean for me?
Hospitality
professional
@BearAnalytics
#EventData

8. The Challenge
To organize more impactful engaging
and relevant face-to-face interactions...
…smaller marketing budget
…more competitive environment
…higher attendee expectations
DO MORE WITH LESS/SAME
@BearAnalytics
#EventData

9. Yesterday: Events were Focused
on Contextual Data
Surveys
Focus Groups
Interviews
Committees
üIt still works!
üBased on a sample
üLead and prep time
üMeasured after an
experience
@BearAnalytics
#EventData

10. Transactional Data is
the Future.
@BearAnalytics
#EventData

11. Future: Event Intelligence is
Powered by Transactional Data
Attendeesengaging with systems dedicated to executing
a transaction AND collecting behavioral information
o Point of sale (registration)
o Session participation
o Social media
o Beacons
o Speaker modules
o Event apps
o Desktop/Mobile engagement
o Hotel pickup reports
o Digital floor plan selection
o Content consumption – Ex:
second screen apps
o Wands/voting tools/kiosks
@BearAnalytics
#EventData

12. 3 Pillars of
Data in Events
1) Data collection
is accelerating
2) Data fidelity is
higher than ever
3) Data is now a
MEANINGFUL currency@BearAnalytics
#EventData

13. Loyalty
GeographyTiming
Engagement Revenue
EducationSally Johnson
Vice President of BD
When does Sally
register, meet,
share, engage?
Who is Sally meeting
and what content is
she consuming?
What is Sally’s
willingness to travel or
total event investment?
How much is Sally
paying to attend? Is
she using comp
codes or always
registering early?
How many times has Sally attended
our event |session | hotel in the
last 5 years?
What sessions or CE is
Sally attending?
Metrics That
Matter
@BearAnalytics
#EventData

14. Behaviors > Demographics
Before: “All CEO’s do X”
Now: “Of all people who do X, 18% are C-Suite”
@BearAnalytics
#EventData

15. RESULT:
Knowing Your Customer BETTER
Target messaging
Personalize experiences
Lower delta between
expectation and experience
Acquisition costs are reduced
@BearAnalytics
#EventData

16. How Do I Get
Started?
@BearAnalytics
#EventData

17. Identify where YOUR data lives
Sponsors
Event
Registration
Members
Exhibitors
Publications
Prospect Lists
Education
Social
Media
Committees
Where Does Your Data Live?

18. Collect master reports
Emphasize data transparency
“Eat at your own restaurant”
Leverage the
Power of Partners

20. IMPACT AREAS:
Where data is generating efficiencies
Marketing
Attendee
Experience
Financial
Are we driving more
revenue, reducing
our costs, and
generating more
profit?
Are we marketing and
monitoring our events
more easily and with
greater impact?
Are we lowering the
barrier to
experience value
for our attendees –
in real-time?
@BearAnalytics
#EventData

21. Joe Colangelo
Co-Founder and CEO
@JoeColangelo
Thank You.
@BearAnalytics
#EventData

22. 2x
Harnessing Event Intelligence to
Improve Event Performance
22Bear Analytics: Confidential Materials
Erin Berry, Vice President of
Marketing & Communications,
BoardSource
We needed to better
understand the data and
trends for our annual
conference so we could
adjust our strategies to
improve financial
performance.
o “We couldn’t trust our data”
o Lack of analytical expertise
o Data was dirty and in various
locations
BUT…
3separate data
sources
Exhibit
Sales
Sponsorship
Registration
125,000+
data points
$3M+
in total revenue
Increase in non-
member reg. 11%
9%
Number of
exhibitors
Identification
of MVAs
ID fastest growing/
shrinking segments
Attending
and Org.
Loyalty
Increase in
attendance