When it comes to the buzz around virtual events, most of the focus has been on giving audiences easier, more affordable access. And in turn, this means a wider reach for event organizers. What is often overlooked, however, is how all of this online connectivity translates to a trove of data that can be mined for marketing insights.
In the past when in-person events dominated, most hard data came down to simple ticket sale numbers. Post-event surveys were one of the few tools that allowed event planners to measure attendee satisfaction and engagement, and hitting on the right questions to ask was challenge enough, never mind actually getting attendees to answer them.