Christopher Bo Shields, a co-founder of Totem, emphasizes the importance of leveraging event data to create engaging and enriching experiences for attendees. He believes that enhancing data potency, or getting the right data to the right people at the right time, is key to achieving this goal. By analyzing data before, during, and after events, organizers can gain valuable insights into attendee behavior and preferences, allowing them to personalize future interactions and drive engagement.
Data has a shelf life, and its value diminishes over time. Many event organizers wait weeks to aggregate and analyze data, missing opportunities to connect with attendees in real-time. By sending personalized marketing messages as attendees are leaving an event, organizations can increase interaction and engagement. Proactively using intent data during events, such as lead scoring and personalized content delivery, can further enhance audience engagement and satisfaction.
Shields categorizes the “right data” into three main buckets: audience data, value data, and intent data. Audience data includes information collected at registration, value data helps determine if an individual fits the ideal customer profile, and intent data tracks attendee interactions to identify interests and preferences. By effectively harnessing this data and delivering it to the right stakeholders, such as attendees, internal teams, and sponsors, organizations can tailor their strategies to meet specific needs and drive desired outcomes.
Effective planning, leveraging the right technology, and staying organized and agile are key strategies for enhancing data potency. Planning in advance, integrating technologies that communicate seamlessly, and implementing systems for quick data collection and analysis can streamline processes and drive actionable insights. By prioritizing data utilization and personalization throughout the event journey, organizers can build trust, loyalty, and lasting relationships with their audience, ultimately driving business growth and success.
Forbes Business Council, the foremost growth and networking organization for business owners and leaders, emphasizes the importance of leveraging event data to maximize engagement and drive business outcomes. Shields’ insights on enhancing data potency align with the council’s mission to provide valuable insights and networking opportunities for business professionals. By embracing data-driven strategies and personalization techniques, organizations can create memorable event experiences that foster long-term relationships and business success.
