It's a marketer's business to know just about everything their prospects and customers are doing on their website and other digital channels. And while live events provide some of the most valuable prospect and customer insights you can get, many marketers aren't taking advantage of all the great intel gathered during their organization's conferences, meetings, and trade shows. The truth is, with the right technology, it's really easy to do. If you think your events are "offline," think again. Event management software was built with marketers in mind, giving you a single platform to capture event and attendee data so you can measure and optimize your live events. Here's how you can get started. Your best chance at getting a solid return on your events (ROE) is to take advantage of technology solutions that support the end-to-end planning, attendance, execution, and follow-up elements of your events – event management technology helps you cast a wide net over your data, and help distill it in actionable ways, setting you on the path to success. Tracking the entire customer journey, capturing key data points and housing a treasure trove of information, including a complete contact history, attendance tracking, and more behavioral data, provides marketers a holistic set of event data, document what is successful, and clearly illustrate the impact your marketing efforts are having on your events.