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Until now, the majority of event marketers collect, review, and analyze event data after the event, analyzing things that happened in the past. Numbers are relegated to post-mortem reports. Insights are formed to learn what worked and what didn’t to improve future events.
Imagine if data were available live and event marketers are able to make adjustments as the event unfolds. Post-event insights turn into real-time opportunities. Future changes become proactive adjustments. Instead of asking “what didn’t work?” event organizers will ask “what’s not working NOW and what can we do NOW to fix it?”
Event technology such as digital badges has made real-time data available for quite some time already, but only a few marketers have taken advantage. True, having access to live event data would require an additional investment, but the benefits outweigh the added cost.
What are the known benefits of using real-time event technology for event planners?
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