Data anayltics - A Game Changer in Event Management

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: econtent@event2mobile.com

Web: www.event2mobile.com

FB: www.facebook.com/event2mobile

Twitter: www.twitter.com/event2mobile

Email: contact@event2mobile.com

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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