Event marketing

How big data is changing the game for event marketing

The impact of digital marketing on various industries is already a much-discussed topic. The good news is that new technologies continue to emerge. They also allow marketers to explore the different features of digital marketing. Certainly, bigdata is one of those emerging technologies that is clearly helping marketers, especially those in event marketing, redefine success.

Big data plays a central role in the digital marketing strategy of most industries these days. But one industry takes advantage of its features particularly well, and that’s event planning. As people use their personal devices and increase their digital footprint, it becomes easier for marketers to collect and leverage data. Likewise, the same is used to influence their experiences of events.

Some of the biggest names in event planning use Big Data to create highly personalized and meaningful events. Using data in event marketing doesn’t involve fancy tools or a big budget. Data is more accessible than ever.

Let’s look at what big data is.

Big Data Defined

Big data refers to the colossal volumes of information entering an organization’s database from various resources. They come at ever increasing rates. It also has three components – volume, velocity and variety – all three with respect to big data.

Big Data in Event Management

Big data in event management is mostly in the form of unstructured information. Moreover, they are created by the activities of delegates, speakers, organizers, staff members and others.

What makes data valuable? When properly assessed and aggregated, big data allows you to review every aspect of your event. You can:

  • Fix areas that need improvement
  • Introduce changes that can make your staff more efficient.
  • Make changes to the event floor to allow for smooth hosting of programs
  • Provide easy access to resources
  • Make changes to schedules based on feedback
  • Minimize costs by reducing unnecessary expenses

Several different analytics platforms are available for use in the event management space. These tools look for patterns in unstructured information. Indeed, a qualified data management expert analyzes these patterns to see if they can extract information of any value.

Analyzing big data is quite a complex task. Moreover, it requires an analytical mind and extreme discipline. Only qualified experts with proper training and industry exposure can do a fair job.

Readily available marketing data helps increase event success potential

Big data provides marketers and event managers with more detailed information than ever before. Tablets and smartphones can extract relevant data and learn more about attendees. Event marketers can use the data to determine the behavior of future attendees in the real world.

Event marketers can offer personalized advertisements to appeal to their target audience. Certainly, promoting the right products to the relevant audience can increase the chances of success.

Big data analysis can help uncover real-time information such as:

  • The target audience’s preferred social media activity time.
  • Ways to connect with top audience groups.
  • Also, strategies for creating impactful advertising messages and attracting attention.

Offers an innate understanding of audience behaviors and patterns

Big Data provides event management with unstructured data. The information contained in this data may relate to:

  • Event delegates
  • Keynote Speakers
  • Staff members
  • Associate Members
  • Event Partners
  • Advertisers
  • Sponsors

The insights provide marketers with powerful capabilities to gain a data-driven view of event performance. So marketers can leverage real-time data results to improve the event experience for attendees and organizers.

The main objective is to ensure the greatest satisfaction of the participants. Therefore, it is important to study their behavior and habits. To provide them with a personalized experience, marketers and organizers need to know more about attendees.

Big Data is useful for collecting and analyzing the event mailing list. This helps to learn more about potential participants.

Makes planning future events smooth and hassle-free

Big data analytics allows marketers to easily collect unique user data from different sources. Thus, this can be gathered in meaningful databases. You potentially use this big data to plan future events with incredible precision.

  • They may use data collected from past events to learn about attendee preferences.
  • Review responses after the event can be analyzed. This helps to better understand the thought processes of the participants.
  • Also, data from similar events held in the past can be used to organize future events.

Big data has proven a game changer for many event management companies. They can perform competitive analysis to improve future events.

Event marketers can analyze competitors’ upcoming events. They can discover the type of events organized and how they plan to host them. Indeed, competitor research can help access valuable information. Additionally, this data can be used to fill in the gaps in upcoming events and make them as perfect as possible.


Big Data is a game-changer for event marketers. This helps them find the exact reasons and methods to attract potential participants. Indeed, the data can be used to improve the possibilities for the future.

Marketers can then use this information to improve their event marketing. They can personalize event advertisements to attract more attendees with access to a wide range of relevant information.

Big Data also makes it possible to create and offer personalized event experiences to meet customer expectations. Companies can analyze competitors and access reliable information in real time by conducting online research.

The event planning process continues to evolve from concept to execution. A problem that all event organizers face. Big Data in event management gives planners a 360 degree view of the event planning process. Moreover, they can even know the possible changes that they might have to implement at different stages.

This helps eliminate uncertainty in the planning process and provides event planners with the tools to detect potential issues when organizing similar events in the future. Likewise, the data collected can be used to fix the time and costs of each event. It can also help to significantly increase the ROI of the event.