This is how we look at Event Data
This is how we look at Event Data
Updated on: June 3, 2020
With the Grip Matchmaking Solution we collect a large amount of data about the interests and goals of professionals. At an event of a thousand people, we collect more than a million data units of information about professionals' interests.
However, while we use all this information to provide highly personalized recommendations for people you need to meet, we don't spend enough time looking at how we can use data for other insights and event optimization. Fortunately, we can now share that this has changed over the past few months.
The 3 Levels for More Connected Events
The reason we've waited so far to interpret insights is because we notice that the path to more connected events has 3 levels:
- Identification - Being able to identify an event visitor and ensure that they have a unique account when responding to recommendations or generally interacting on our platform.
- Personalization — Adding value for the end user through personalized recommendations and a smooth user experience.
- Optimization — Use the collected data from steps 1 and 2 to further improve and optimize the event experience.
The current state of Event Marketing InsightsIn general, “insights” are primarily seen as “user numbers”. Such as: how many people logged in or the percentage of people who looked at an exhibitor's profile. Grip does not necessarily see this information as “insights” but more as “user data”.
The challenge with 'insights' is that everything can be measured. Unless there is a framework for what a good event experience looks like, you run the risk of getting bogged down in providing only pivot tables with data that doesn't really add value to the strategic discussion.
A Different Way of Gathering InsightsThat is why, with our “Insights Report”, we have clearly focused on two themes: Revenue and Networking.
We chose this approach because we believe that insights offer added value when it supports the strategic discussion about how to make an event grow by using targeted event marketing on the visitor side and by making a well-considered way of selling to attract certain exhibitors. Our goal with the “Insights Report” is to generate actionable insights to strengthen your event.
Revenue IncreaseThe proceeds are at risk when there are dissatisfied visitors/exhibitors. But on the other hand, there is also growth potential when there is room for exhibitors and sponsors in a specific segment.
For example, a technology event organizer sees that the AI and IoT exhibitors are less popular than the DevOps exhibitors. This can cause the AI/IoT exhibitors to decide not to come back or to attend a smaller stand for future events.
Network ImprovementTo improve networking, we look at the gap between people interested in a particular group of attendees and the offerings of this specific group. The interest graph above provides a clear picture of how this works. We can clearly see where there is a significantly higher interest, but also which groups' miss' during the event to improve networking. These are valuable strategic insights for improving an event through target group marketing and well-considered sales activities.
Interested in Blockhain at EventsAnother similar example was the interest in blockchain at 20 events over the past 18 months.
At the beginning of 2017, few people were interested in blockchain and few had it in their profiles. This changed rapidly that year as interest grew. The trends with Grip are almost the same as Google Trends but slightly more extreme!
The next trendGrip has been blessed with a number of amazing data scientists who are enthusiastically working with our customers on our “Business Insight Reports”. We are only at the beginning of the possibilities of how technology can provide more data-driven decisions and offer added value for events. Please contact us if you want to know more about our “Insight Reports”.
About Grip is the first and most advanced AI-supported networking solution for events in the market. They are able to provide professionals and the event industry with high-quality interactions with 'full-cycle' support. Their patented technology promotes intelligent business recommendations via GRIP's self-learning matchmaking system.
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