Shaping products through customer insight is the most valuable opportunity for the event industry through data science, according to new industry research. A survey by management platform for smart events, ExpoPlatform asked event professionals how they see the digital revolution of our sector shaping up, with over two-thirds of respondents (68%) choosing this area as their top priority.
This was closely followed by being able to provide a 360-degree view of customers (65%) and personalisation of experiences (62%).
The research findings are included in the event tech platform’s new AI Blueprint ebook, which provides practical guidance on using data science in events.
Digital platforms now generate 20 times the amount of information around events than were captured previously, according to ExpoPlatform which says its new research seeks to answer how event organisers can harness this data for their competitive advantage.
Mykyta Fastovets, chief technology officer of ExpoPlatform, said: “As the industry goes into its third year of the pandemic, we are seeing organisers grappling with how they will make the best of the data they have collected with digital platforms and at in-person events.
“It’s interesting to see how this is leading to an increased maturity around product management, and how insights derived from participants’ behavioural data can be used to unlock new opportunities.”
The study also pinpoints some of the greatest challenges facing event professionals [see main image chart for breakdown of those challenges for using event data] when trying to make the most of this information-rich environment. It found that 52% ranked getting the data foundation right as the biggest hurdle, while 24% said this was organisational issues.
ExpoPlatform’s AI Blueprint is a free ebook and includes insights from leading industry experts from companies including Questex, Clarion, Easyfairs, Crowd Connected, Explori, adventics, Tag Digital and Jaarbeurs. Download it here