Events are one of the most powerful marketing channels, and the lack of measurable data has always surprised me. Collectively, the events industry is worth more than $500 billion annually, yet we’ve only realized a fraction of its potential due to the lack of measurability.
When it comes to the collection of event data, the lack of connectivity between point solutions gives a fragmented view of event metrics. It only makes sense that data should work hand in hand with all of the other moving parts, flowing gracefully from one system to the next along the attendee’s journey.
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