Data is everywhere, and it is becoming more and more essential for every industry, including events. Data can help event planners and suppliers to understand their customers, improve their services, and create memorable experiences. However, data collection also comes with challenges, such as privacy, security, and ethics. Ovation Global DMC has recently launched a survey to explore how data collection is changing the industry.

We explored the key findings of our most recent survey to provide insights into the use of data. Out of the 407 survey responses, less than half (40%) were suppliers compared to the 60% event planners.

The Benefits of Data Collection

Data collection can offer many advantages for the event industry. While 50% of event suppliers use data to measure event success and ROI, Event planners have identified the improvement of event planning and personalization of attendee experiences as the most important use of event data.

Supplier

Event Planner

Enhancing customer satisfaction: Data can help event planners and suppliers tailor their events to the preferences and needs of their attendees. It can also play a role in personalized communication strategies before and post-event. Moreover, Event planners highlighted, CRM systems (55%) and survey feedback tools (66%) as the most commonly used data collection tools.

Increasing efficiency and profitability: The optimization of operations and resources, and reduced costs and risks are other important benefits of data collection in the event industry. Data can help forecast demand, manage inventory, monitor performance, and evaluate outcomes. It’s also key to identifying new opportunities, and innovations to adapt to changing market conditions. Event suppliers have identified that data collected at events has allowed for the creation of new products and services based on client needs, as well as improved customer service and support.

The Challenges of Data 

Data collection, nonetheless, also poses some challenges for the event industry, such as:

Ensuring data quality and accuracy: Data collection can be affected by various factors, such as human error, bias, fraud, and technical issues. Planners and suppliers need to ensure that their data sources are reliable, valid, and consistent. 77% of event planners indicate that obtaining reliable data is a top concern, while suppliers identify capturing relevant data as the second largest challenge after gaining employee consent.

Protecting data privacy and security: Handling sensitive and personal information has resulted in updated General Data Protection Regulation (GDPR) laws. Event planners and suppliers have had to adapt data collection strategies to comply with the relevant laws and regulations, respect the rights and consent of their data subjects, and prevent any data breaches, or misuse. Furthermore, 50% of suppliers reveal making minor adjustments to data collection strategies to comply with GDPR laws.

How Data Can Change the Event Industry

Data is a key player in the future of events.  It will not only help us stay ahead of industry trends but also help both planners and suppliers create personalized and engaging experiences for all participants. As a driving force of innovation and creativity, data can help us discover and explore new ideas, formats, and technologies for our events. More efficient event management (46.7%) and higher attendee satisfaction (33.3%) are two positive outcomes of using data when planning an event.

By embracing data collection as an opportunity, we can transform the event industry and make it more diverse, and impactful.

Contact our industry experts to start creating those unique experiences!