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

Cvent is a leading meetings, events, and hospitality technology provider with 4,800+ employees and 21,000+ customers worldwide as of December 31, 2022. Founded in 1999, the company delivers a comprehensive event marketing and management platform and offers a global marketplace where event professionals collaborate with venues to create engaging, impactful experiences. Cvent is headquartered in Tysons, Virginia, just outside of Washington D.C., and has additional offices around the world to support its growing global customer base. The comprehensive Cvent event marketing and management platform offers software solutions to event organizers and marketers for online event registration, venue selection, event marketing and management, virtual and onsite solutions, and attendee engagement. Cvent’s suite of products automate and simplify the event management lifecycle and maximize the impact of in-person, virtual, and hybrid events. Hotels and venues use Cvent’s supplier and venue solutions to win more group and corporate travel business through Cvent’s sourcing platforms. Cvent solutions optimize the event management value chain and have enabled clients around the world to manage millions of meetings and events. For more information, please visit

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,, the Experiential Marketing Summit, EventTech and the Ex Awards. Event Marketer is owned by Access Intelligence. Learn more at