data anayltics - a game changer in event management
TRANSCRIPT
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
● 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
Events and exhibitions are becoming key
features in marketing strategy of brands.
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
● 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
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
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?
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.”
Collection of Data
Event Apps Social Media
Interaction
Event Data can be collected through various mediums like:
Registration
System
How does an Event App help in collecting data?
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
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
Types of Data Produced by Event Apps
● Event2Mobile app provides data about
app activity through graph and tabulations
viz. Popular Operating Systems graph
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
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
So how does Data Analytics help?
Data Analytics Help in ...
Making Real-time Changes in
Program
Discovering New Interest Areas
of Attendees
Determining Requirement of
Incentives
Data Analytics Help in ...
Identifying Influential Profiles Planning New Event
Strategies
Providing ROI Metrics to
Sponsors and Exhibitors
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.
Sample Format - Analytics Dashboard
● The Dashboard under Analytics tab
gives a snapshot of the event like
Session Activities, Polls & Surveys.
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.
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.
Sample Format - Reports
● Event2Mobile app give reports even
related to user connections, user
tags, leaderboard and top
bookmarks.
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.
Sample Format - Sessions By Top OS Versions
● You can learn which of
the top OS versions are
mostly used in sessions.
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.
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.
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.
Sample Format - Unique Users / Returning Users
● You can get report about the unique users and
returning users of the event.
A few of Event2Mobile Success Stories...
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.
● 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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