Data anayltics - A Game Changer in Event Management
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Transcript of Data anayltics - A Game Changer in Event Management
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Hi...Thanks for joining us for event2mobile’s webinar.
Varun: Director - Business Solutions of Web Spiders Group, he is
seasoned Mobile Evangelist offering clients innovative and agnostic
solutions using excellence in requirement understanding, business analysis
and solution architecture.
Web: www.event2mobile.com
FB: www.facebook.com/event2mobile
Twitter: www.twitter.com/event2mobile
Email: [email protected]
Web: www.event2mobile.com
FB: www.facebook.com/event2mobile
Twitter: www.twitter.com/event2mobile
Email: [email protected]
Varun
@VKashiv
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● Popularity of events as marketing medium
● Importance of event data analytics
● Quick round-up of event apps and their benefits
● Types of data
● Decision making with data
Key takeaways from today’s webinar
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Events and exhibitions are becoming key
features in marketing strategy of brands.
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of consumers feel that live events are most effective
medium to increase product understanding.
Source: Event Track 2014 - by Event Marketing
Institute and Mosaic
Popularity of Event Marketing
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● More brands are measuring
event and experiential
marketing programs.
● Here is a comparative study of
2013 and 2014 - 78% of
brands in 2014 are measuring
compared to 71% in 2013.
Popularity of Event Marketing
Source: Event Track 2014 - by Event Marketing
Institute and Mosaic
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Popularity of Event Marketing
Source: Event Track 2014 - by Event Marketing
Institute and Mosaic
● Improve of ROI ratio that top brands realize or expect
from event and experiential programs
● Average event budget change in 2014 among leading
brands
% of brands saying they see
return greater than 5 to 1
14% 7%
2014
2013
5.4%
growth
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More events, more data - with increase in events,
organizers have huge volume of data about users.
Are you, as event organizer, utilizing the data or are
you getting overwhelmed by it?
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Big Data Impact
Source: White Paper: Future Trends Impacting
the Exhibitions and Events Industry
● Big Data is one of the top 5 trends impacting exhibitions and events
according to the International Association of Exhibitions and Events.
● Importance of Big Data - “The outcome of Big Data is uncovering
marketing and customer development opportunities and, ultimately,
results in an ROI calculation of some sort.”
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Collection of Data
Event Apps Social Media
Interaction
Event Data can be collected through various mediums like:
Registration
System
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How does an Event App help in collecting data?
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Role of Event Apps in Data Analytics
● Event Apps are now the latest trend in events and exhibitions for :
➔ Streamlined delivery of communication
➔ Lesser use of paper and ink
➔ Easy networking and interaction among the participants
➔ Secured way of delivering content as as apps include authentication
and security features
➔ Data Analytics
● Data can be potentially generated from any action on the app by the user
viz. Clicks, Likes, Views, Share, Downloads, Posts, Favorites, Votes,
Answers and many more
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Types of Data Produced by Event Apps
● Number of active users
● Number of downloads
● Page Views
● Popular Platform (iOS, Windows, Android, Blackberry)
● Popular Network Operators
● Popular Device Models … and more
Technical Data about
App Activity
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Types of Data Produced by Event Apps
● Event2Mobile app provides data about
app activity through graph and tabulations
viz. Popular Operating Systems graph
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Types of Data Produced by Event Apps
● Profile Data
● Speaker Bios Viewed
● Number of Exhibits Checked
● Amount of Interest in Sponsorship Activities
● Questions Asked
● Survey Answered … etc.
Behavioural
Metrics of Users
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Types of Data Produced by Event Apps
● Event2Mobile app gives an insight
into the participant behavior by
analyzing the popularity of the
sessions, exhibitors, sections,
agenda viz. pie chart about Popular
Exhibitor
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So how does Data Analytics help?
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Data Analytics Help in ...
Making Real-time Changes in
Program
Discovering New Interest Areas
of Attendees
Determining Requirement of
Incentives
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Data Analytics Help in ...
Identifying Influential Profiles Planning New Event
Strategies
Providing ROI Metrics to
Sponsors and Exhibitors
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Reports Available From CMS ...
● Data analytics is available from CMS.
● Various details like session rating,
attendance, survey results, number of
social interactions and other
information are available.
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Sample Format - Analytics Dashboard
● The Dashboard under Analytics tab
gives a snapshot of the event like
Session Activities, Polls & Surveys.
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Sample Format - Analytics Dashboard
● You can also get information about
the Social Wall Activities, Photo &
Video Wall and Speakers Bookmark.
● The Leaderboard is part of the
Gamification feature present in
Event2Mobile app to engage users.
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Sample Format - Reports
● Under Reports section of the
Analytics tab, you can download the
detail reports about Session, Poll &
Survey, Social Wall Activities, Photo
& Video Wall.
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Sample Format - Reports
● Event2Mobile app give reports even
related to user connections, user
tags, leaderboard and top
bookmarks.
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Sample Format - Use of Operating System by Session &
Users
● Google Analytics
Dashboard at
Event2Mobile app gives
an insight into number
of features viz. which
operating systems are
mostly used at the
event.
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Sample Format - Sessions By Top OS Versions
● You can learn which of
the top OS versions are
mostly used in sessions.
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Sample Format - Users By Mobile Device Info
● Analytics gives an overview about the brands
of mobile devices used by the attendees to
install the event app.
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Sample Format - Top 10 Viewed Sections
● You get an insight about attendee engagement
at the event. The sample Top 10 Viewed
Sections tells about the sections in app which
are mostly viewed by the users.
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Sample Format - Top 10 AVG. Time On Screen By Screen
Name
● Analytics even gives details about the screen
names where the users mainly spend time on
an average.
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Sample Format - Unique Users / Returning Users
● You can get report about the unique users and
returning users of the event.
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A few of Event2Mobile Success Stories...
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Some Companies/Organizations...
E2M has developed customized event app for many leading brands and organizations.
● Bill & Melinda Gates Foundation needed an interactive mobile
solution to conduct Q&A sessions, facilitate attendees to give
anonymous feedback and share photos with others.
● Freshfields, a multinational law firm required an event app that can
give the delegates instant access to the conference agenda,
attendee profiles and details on the venue.
● Singapore’s leading public postal service required an interactive
mobile solution for their T30 Event.
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● Events are becoming an integral part of marketing strategy
● Apps can help in streamlining the event proceedings
● Apps help in collection of huge volume of data and analyzing them
● Data analytics by the app aid you in making proper planning
● Apps help you to have a positive impact on your ROI
So, what did we talk about today ?
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