New Cvent Study Reveals Disconnect Between Event Data Collection and Integration

Event professionals looking for the right data platform and education to properly integrate data to enhance the attendee experience

TYSONS CORNER, Va – Cvent, Inc., the leader in meetings, events, and hospitality technology, today announced the results of a survey of more than 600 leading event producers, meeting planners, and corporate event marketers, as well as event attendees. The study, entitled The Power of Live Event Data, was conducted in partnership with Event Marketer between July and August 2017 and provides insight into how event professionals leverage technology to capture and analyze data and enhance the attendee experience.

The study revealed that 81 percent of event professionals say gathering data from attendees' digital and physical footprints at live events is extremely important so that event planners can track the attendee journey to create better events and realize their full ROI – but only 20 percent feel their organizations are effective at this integration process.

"It is essential that event planners and marketers have access to the proper tools and technology to gather and harness event data in a way that provides actionable insights," said Patrick Smith, Cvent's Chief Marketing Officer. "Having a better understanding of event audiences – and their interests and preferences – enables event producers to develop a more compelling program, produce a better experience, drive more attendance, and ultimately deliver a greater event ROI."

Highlights of the survey include:

  • Three out of four event professionals feel their organization is missing out on marketing opportunities by not integrating a wider range of attendee data to build out and use attendee profiles. These profiles track the attendee journey and give planners and marketers additional insight into their customers and prospects.
  • Event professionals feel they need to be more effective at collecting and using attendee data. Only 29 percent of event professionals say their organizations are effective at collecting data, and just 23 percent that say they are effective at using their event data.
  • Most event professionals can do better at tracking and understanding what their attendees do while at their events. Only 38 percent of event professionals say they understand what their attendees do on-site.
  • Event Attendee Survey Insights: On-site technologies provide a better experience for attendees. Eighty-eight percent of attendees agree on-site technologies, such as self-service registration kiosks, improve their event experience.

The study marks the launch of Cvent's global campaign, The Power of Live Events, which highlights the importance of experiential marketing, data collection, and technology to deliver world-class meetings and events.

About Cvent, Inc.

Cvent, Inc. is a leading meetings, events, and hospitality management technology provider with more than 3,200 employees, 25,000 customers, and 300,000 users worldwide. The Cvent Event Cloud offers software solutions to event planners and marketers for online event registration, venue selection, event management and marketing, onsite solutions, and attendee engagement. Cvent’s suite of products automate and simplify the planning process to maximize the impact of events. The Cvent Hospitality Cloud partners with hotels and venues to help them drive group and corporate travel business.  Hotels use the Cvent Hospitality Cloud’s digital marketing tools and software solutions to win business through Cvent’s sourcing platforms and to service their customers directly, efficiently and profitably – helping them grow and own their business. Cvent solutions optimize the entire event management value chain and have enabled clients around the world to manage hundreds of thousands of meetings and events. For more information, please visit Cvent.com, or connect with us on FacebookTwitter or LinkedIn.

About Event Marketer

Founded in 2002, Event Marketer is the world's largest content resource on event and experiential marketing—the brand's portfolio serves more than 100,000 Fortune 1000 marketers and includes Event Marketer magazine, eventmarketer.com, the Experiential Marketing Summit, EventTech and the Ex Awards. Event Marketer is owned by Access Intelligence. Learn more at eventmarketer.com.