Data analytics have become a guiding entity to businesses across industries. In the events industry, this entity has been more advantageous than ever. As virtual events rose to popularity since the COVID-19 pandemic, data analytics came to the rescue, providing important details about attendees that helped event planners understand them better. This further allowed them to innovate, customise and featurise virtual events and make them more interactive and intriguing for attendees. Thus, data analytics makes the event more impactful and valuable and brings you the desired outcomes. Here are some ways to leverage data analytics in virtual events:
Understanding audience behavior
Event planners can use various data collection techniques that reveal different aspects of attendees. Either they can actively collect data, i.e., directly from the attendees via personal contact details and feedback about the event, or use passive methods, i.e., exploring the demographics, psychographics, heatmaps and other techniques to understand audience behavior and sentiments. For instance, demographics can sneak a peek at attendees' marital status, age, income, education, etc. This allows brands to plan a more cohesive approach for a targeted audience.
Improving engagement area
Planners need to know if the attendees interact with each other, view the content, and participate in games or Q&A sessions. If the engagement is low, the content and features need to be customised. Planners can use demographics and psychographics to understand the audiences' preferences, desires and interests, and incorporate content accordingly. For instance, the age group of 14-18 years would be more intrigued by exciting games than informative lectures. Also, the psychographics would help design your networking lounge, because the setting, colour and content would differ according to the age groups.
Personalising content
Planners should analyze their most engaging sessions, most downloaded resources, connections made and in which setting (e.g., game, Q&A sessions) and most visited places. These insights will give detailed information about attendees' preferences, behaviour, desires, aspirations, objectives, sentimental values, etc. This enables planners to personalise and design the content, making it more interesting, attractive and attendee-centric. It makes the event more dynamic and gripping compared to the many run-of-the-mill virtual events.
Observing new patterns and trends
Planners can leverage demographics, psychographics, heatmaps and sentimental value to understand new patterns and trends. These techniques will give an insight into where attendees spend most of their time, which content they viewed more, and which challenges they enjoyed doing the most. Using this data, planners can set new trends that would intrigue attendees or use insights to track a new pattern observed in attendees and alter the content and event accordingly.
Measuring ROI
Planners must observe how data analytics has enabled them to attract more attendees and whether their engagement levels are higher than the previous event. This helps planners understand if they are collecting the data correctly and using the insights wisely. The ROI will help them plan, design and create ideas for future events. Data analytics will deepen the planners' understanding of their attendees' psyche and preferences and help them create exactly what attendees want, feel and experience. This will allow virtual events to be more successful, engaging and effective. For planning creative and calculated events, connect with BluesNCoppers. Our experience, creativity and execution help us plan outstanding events with guaranteed results.
