Across the board, the hottest topic that every keynote speaker touched on was capturing data and utilizing it to improve events. Understanding the data you receive and how to apply it is a game-changer for the events industry, and it’s growing more and more indispensable. No longer will events be designed with guessing—data will back up our decisions.
You can create real value by taking data and turning it into insights, then converting those insights into action. Also, with finance and procurement seeking quantitative budget justifications, data can provide a variety of measures from the impact of the experience to consumer consideration to sales performance.
Colleen Bisconti, Vice President of Global Conferences and Events at IBM, takes the idea of data gathering to another level, beyond the data gathered exclusively from your event.