In the world of marketing the term ‘Big Data’ is becoming more and more widespread yet still stirs up much confusion.  Big Data is an all-encompassing term for any collection of large data sets that were once difficult to process and the challenges include search, capture and analysis.

Organisations are starting to understand the importance of exploring vast amounts of data in new ways to better streamline their business activities and this understanding demands the effective use of information and analytics.

Yesterday I spent an enjoyable (very chilly) but enjoyable afternoon at the very cool Icebar London for an event hosted by the sales and marketing team at Acrotrend.  Acrotrend are a customer insight and analytics consultancy, founded in 2007 with headquarters in London and customers that include UBM, Reed Exhibitions and IQPC.

During my time in event sales I was constantly faced with the challenge of juggling the various data held in different CRM systems, Excel databases, feedback questionnaires and social media networks whilst prospecting customers.  As I move to event management I am sure the same challenge will exist when it comes to building a pipeline of prospective event attendees.

Acrotrend aims to empower organisations to make better use of their data by capturing it all in one place with an easy to use dashboard, allowing them to engage more effectively with their customers.

Their audience insight and analytics tool is aimed directly at event management professionals to help them better understand their data, streamline their event marketing and stakeholder connections and speak more directly to the right audience, at the right time with the right subject matter.

Everything we do online leaves a digital footprint and the tool works by targeting digital behaviour in regards to who and what content is being followed, read, shared and commented on pre, during and post event to provide event managers with better qualified real-time prospect lists.

In my previous post I mentioned how I had learnt the importance of research and understanding your audience when using event tech to drive your objectives.  We are all aware of the amount of ‘digital noise’ we hear on a daily basis, maybe an analytics tool would help you get to know your audience even better sending messages that are relevant to them.

This makes attending your event a worthwhile experience for them, meaning better attended more successful events, adds value for your stakeholders by helping them drive their objectives, such as your exhibitors and sponsors taking away the right sales leads and, helps you focus on engagement and retention, creating and strengthening great relationships.

And to finish off Icebar London do a fantastic ‘Mocktail’!  Until next time #Eventprofs…