Analytics play a vital role in the events industry, much like any other advancing field. Data is a tool best utilized by event planners to create an event that reaches the intended audience, while also making the event more accessible, inclusive, well-rounded and capable of measurably boosting ROI. Live, virtual and hybrid events have a significant digital presence for the majority of the interactions and transactions, all of which provide data points that the event planner can then analyze and use to implement updates to the current or future event.
Collaborating with an AV Partner who is executing your event can provide a wealth of data that would have otherwise been difficult to collect and analyze. By integrating several technologies in event registration, execution and engagement tracking, your AV partner is able to collect several data points, and provide either raw data or analytics to the event planner. Some of these methods include in-session engagement scores without the use of a survey, interaction with wayfinding modules, packaging of virtual event hub data and live-streaming statistics.
There are several approaches to utilize AV technologies to gather data for analytics. This data can be collected and presented anonymously, or specific details can be collected using explicit informed consent. With all methods for collecting data, transparency is key in order to make sure the audience understands that they are willing participants in the collection of data. The AV partner is able to distribute such notices of data collection during various stages of the event, while also providing a direct opt-out/data deletion request that is compliant with the local laws and regulations. An AV partner can conduct the research needed to prepare for all event requirements pertaining to the collection of data.
Below are 4 ways to collect data through AV technologies:
1. In-Session Engagement Scores
While some traditional methods of in-session interactivity can make it hard to gather data about how engaging a session is, modern tools can provide such data through an analysis of how active a participant is in a session by whether they choose to interact in audience response segments, question-and-answer (Q+A) portions, and session feedback requests. Interactive tools such as Slido, Mentimeter, PollEverywhere and Crowd Mics can present this data for each session, which can be compared against session attendance to draw meaningful conclusions.
2. Wayfinding Interactions
Navigating a large-scale modern event can involve using tools apart from the traditional map, such as kiosks that display session information and directional signage, smartphone-based apps, and tradeshow booth check-in reporting. All of these data points can be anonymously gathered to understand the flow of the audience through the event, and further filtered by factors such as time of day, starting location and more. This data can be used to understand the effectiveness of signage, provide a heat map for popular areas within the conference floor, and help analyze whether the event floor is too small, too large or just right based on the attendee count. It can also help drive where to place specific advertising, and drive sponsorship spend when presented as a report for future conferences.
3. Livestream Statistics
Events that are hybrid or virtual can have one or more live-streamed sessions. These sessions can report data, either anonymously or with user data (after explicit content). Data collected can include start time, view duration, coarse view location, disconnect-reconnect cycles, and number of viewers throughout the session. This information can help the meeting planner understand details such as audience interest, stream quality based on location, and session popularity. When coupled with audience response tools such as Slido, the information collected can provide more data points for analysis.
4. Packaging Virtual Event Hub Data
When a virtual event hub is used to administer the conference and is managed (or co-managed) by the AV Partner, they can provide ongoing data to the client or meeting planner, as well as package all the data collected throughout the event, for deeper analysis. Some of these data points include event registration dates, interactive segment engagement (such as in-app polling and gamification), map and agenda access, attendee-to-attendee communication, sponsor booth engagement, and several more. This data can then be used to determine optimal registration opening before the conference start, popularity/incentive-based in-app engagement, frequented locations on the map, and many more points. Several well-optimized event hubs also have comprehensive dashboards that show this data in real-time.
Why Event Planners Need Data
Using a data-focused approach to event design ensures the AV Partner and meeting planner can determine what works best for any type of event and how to improve for future events. A strong partnership between the AV Partner and event planner helps build consistent improvements to the conference experience, with the use of data guiding the learnings. AV-AMERICA is well-versed in the finer details pertaining to data utilization and providing related analytics to event planners and industry partners, which has shown us the direct impact year after year that data can have when leveraged effectively for events.