IAEE DC November 2013

11.8.2013 Bear Analytics

www.bearanalytics.com

Improving The Data IQ of Your Organization

Who We Are

Joe Colangelo

Eric Misic

Data…

#iaeedc

Humanity and Our Data

Start 2002 2003

10 mins

2011 2013

2 days

`

1 Year

5 Exobytes

*study conducted by Cal Berkley and presented by NASA in April 2013

The Global Perspective

Data collection is accelerating

Data is a MEANINGFUL currency

Top companies are using “big data”

Data fidelity is higher

Large Company LeadershipLower Acquisition Costs

Enhanced Engagement

Behavioral Analytics

Fundamental Thought

Data is your organizational DNA

The power of data…

FOMO

Fear of Missing Out

The Results

2009 2013

CAGR

+12.5%

+15.8%

1x1 Meetings

Companies

VC Capital

+7.5%

A Data Focused Approach

4. Execute

3. Calculate and Learn

1. Question Everything

2. Take an Inventory

Step 1

!13

Define the Question(s)

Who is exhibiting?

Opportunities for attendees?

Engagement?

Most loyal sponsors?

Interest Buckets

Marketing

Revenue

Potential new markets

Engagement

5 | 6 | 7 Philosophy

What should I know? 5 months 6 weeks 7 days before my event…

Step 2

Take Inventory

What are we collecting?

Who is collecting it?

What is being captured?

Where is it kept?

Who manages it?

What is the quality of the data?

Channels of Data Collection

Social media

Web Analytics

App | Mobile

Membership

Registration

Exhibitor prospect list/CRM

The Importance of Timing

Record transactional data

Review period-over-period performance

Timing can power relational data

Step 3

Simple Tools | Big Results

An example…

Exhibitor Score Card

Exhibition Data Small Medium Large

Square Footage 100 250 500

Exhibit Revenue $3,000 $7,500 $15,000

Paid Attendees 3 5 12

Registration Dollars $1,500 $2,500 $6,000

This Year

Exhibitor Score Card

Exhibition Data Small Medium Large

Square Footage 100 250 500

Exhibit Revenue $3,000 $7,500 $15,000

Paid Attendees 3 5 12

Registration Dollars $1,500 $2,500 $6,000

Last Year

The Tool

10 - Small 10 - Medium 10 - Large

4 data pointsX =

120 data points

Your Next Move

Visualize the results

Classic Intel

250

500

750

1,000

Small Medium Large2012 2013 2012 2013 2012 2013

909

422

119

920

344

125

Average Sq Ft.-1.2%

22.7%

-5.0%

1.4

2.6

**derived from real user data

Revenue Model

$10,000

$20,000

$30,000

$40,000

Small Medium Large2012 2013 2012 2013 2012 2013

$30,133

$12,726

$5,237

$31,867

$12,181

$5,006

Average Exhibitor + Attendee Revenue

-5.4%

4.5%4.6%

**derived from real user data

The Real Story

$12

$23

$35

$46

Small Medium Large2012 2013 2012 2013 2012 2013

$33.15$30.16

$44.10

$34.62$35.44$40.05

**derived from real user data

Registration + Exhibit per Sq Ft

Insights

Competitor posturing

Understanding risk

Marketing intel

Perspective

Retrospective: the instinct

Prospective: the goal

Engineer the future you want

Individual attendee registration

Follow-on Applications

Event portfolio performance

Assessing loyalty

Step 4

Splash of Intel: Now what?

Execute

Grade Yourself

Celebrate the Wins

Efficiency Compounds

Do Not Fear the Findings

Remember….

Tip #1: Define Success

Tip #2: Pay attention to the outliers

Collect master reports

Emphasize data transparency

“Eat at your own restaurant”

Tip #3: Power of Partners

Its time.

Dialogue.

@joecolangelo

@bearanalytics

joe@bearanalytics.com eric@bearanalytics.com

@ericmisic

www.bearanalytics.com