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Leveraging Big Data for Event Management

Leveraging Big Data for Event Management


Apr 22, 2022 Ayushi Tiwari

Big data is playing an indispensable role in many sectors including event management. We are witnessing a rapid adoption of smart tools, applications, and smart devices in all walks of life including event planning. These tools have made it easier for event organizers to collect data and devise strategies that meet attendee expectations and help provide a more valuable experience for all stakeholders involved.  

Today, we are bombarded with continuously growing data sets. Data analysis along with data security has become one of the most important aspects in events. Extensive amounts of data are being generated every minute by various organizations, businesses, and individuals. In order to process such large volumes of data, we require a progressive analytics solution and this is where big data analytics comes into the picture - an excellent tech tool that helps analyze data sets to extract useful information, which in turn can be utilized to enhance user experience.  

Big data is extensively utilized by event planners to ideate and deliver outstanding event experiences, and boost engagement. Let’s discuss in detail how we can leverage big data to provide great and memorable event experiences that not only fulfil but exceed expectations.  

      1. Providing Personalized Experiences 

Data collected from event attendees before and during the course of an event gives deeper insights on how to enhance the overall event experience. Several technologies like geo location and beacons enable the delivery of unique experiences.  

Geo location provides location intelligence, allowing event organizers to track attendee movement at an event. 

Beacons are tiny, wireless transmitters that utilize Bluetooth technology and operate in low energy. It works by sending signals/information to nearby smart devices, typically interacting with an application (Google Chrome or event app). This information is then translated into messages, notifications, check-ins and so on. Once the connection establishes, the beacon can track the phone’s location and movement and can be used by organizers to communicate session reminders, special offers, and so forth.  

Let us take another example of how organizers can provide a personalized experience. Wristbands worn by attendees can gauge their reaction to stimulus. These wristbands have sensors that can measure body temperature, analyze body movements, and collect data from psychological analysis and even through body sweat. Such data can be used by an event DJ to know what kind of music the crowd prefers at large and helps them set the mood, control lighting, arrange smoke machines, and, basically, streamline the ambience.  
 

      2.Targeted Promotions  

An event promotion requires a lot of monetary resources and support and therefore, it is important to make sure you maximize your outreach in a cost-effective manner. Data gathering and analysis helps organizers to extract useful insights and better connect with event attendees.  

For example, suppose a survey reveals that most information regarding an event is first learnt through social media. In such a scenario, instead of spending money on offline promotions one can focus more on running effective social media campaigns.  

In order to attract more attendees, the imperative is to realise the importance of advertising to the right set of audiences. With the help of analytics, organizers can get first-hand knowledge of what their target group is actively using to get information, what is the best way to connect with them, and how the messaging strategy should be crafted in order to grab their full attention.  

      3. Crowdshaping  

Crowdshaping is the effective utilization of data generated by people present within a definitive space (event environment). It is usually passive and uses technology to determine attendee preferences and interests based on their actions.  

Real-time big data is collected to measure various attendee behavior by multiple means ranging from foot traffic to biometric readings. Furthermore, this data is fed into dedicated algorithms that translate these figures into useful insights. Such insights enable event planners to align their event strategies with attendee interests and likes. Having access to such information can greatly help you woo your event audience

Crowdshaping also allows organizers to identify problems in their event strategies. For future events, such data can be used to make better event planning decisions (such as evaluating if there’s a need of opening multiple check-in lines or choosing venues according to attendee needs). 

Event planning requires keeping track of all checkpoints and essentials, along with the activities, and all this can be pretty expensive at times. Big data gives a 360-degree view of the entire event planning process. All this information helps planners design safer event spaces which are easier to navigate, offer personalized experiences, and make everyone happy, in a cost-effective manner.  

 


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