Cvent and YEG! Announce Partnership To Deliver Next-gen Data-driven Events in Italy

The new collaboration brings together two industry leaders to enable a localised attendee experience and support the unique needs of events in the Italian market

14 March 2023 – Cvent, a market-leading meetings, events and hospitality technology provider and YEG!, a communication events production company dedicated to improving the interaction between business and their customers, today announced their strategic partnership to support more engaging and data-driven business and leisure events in the Italian market.

The new collaboration aims to offer a next-gen solution that is curated for the Italian user and attendee. With a complete and scalable event marketing and management platform, powerful streaming functionality, advanced administrative solutions, marketing and communication tools and customer care services, organisations can now build a continuous path of interaction with the target audience all whilst measuring quantitative and qualitative data before, during and after the event.

Cvent’s leading event marketing and management platform now integrates with YEG!’s innovative technologies including D*Motion, and other innovative technologies. D*Motion combines proprietary integrated methods of data science, neuro analysis and digital interaction to enable event planners and sales and marketing professionals to learn how consumers interact with their products and messages during events. By collecting and interpreting this audience behaviour data and transforming physical or digital events into interaction and engagement touchpoints, planners and marketers can improve attendee experiences and maximise event ROI.

The partnership between YEG! and Cvent marks a key moment in YEG!'s history, and the newly-combined solution can be seen first-hand at CALL TO INTERACTION - an open day showcase on Thursday 16 March 2023 at YEG!'s FACTORY NOLO studio in Milan, Italy. The two companies expect that the partnership will bring new levels of efficiency across the events industry, while showcasing the robust benefits of event technology to the Italian market.

“As a leader in the event technology space, we’re proud to partner with leading organisations like YEG! to expand our platform and provide event planners with the tools that they need to support any and every event in this digital-first landscape,” said Jamie Vaughan, Cvent Europe Vice President of Sales. “We look forward to working collaboratively with YEG! to support planners in delivering more engaging and impactful event experiences, as well as expanding Cvent’s European footprint in the Italian market.”

YEG! CEO, Pier Paolo Pecchini, shared his enthusiasm noting that the partnership with Cvent marked a defining moment in the history of the YEG! group. "The partnership represents a true revolution in the world of events, redefining the path of physical events by activating a consequential and valuable journey with the user. Thanks to the integrated environment equipped with a complete and scalable event management platform, in addition to robust marketing, communication and customer care tools, companies and professionals in the sector can now build a 360-degree picture of their target audience. We’re bringing quantitative and qualitative data together so that organisations can better understand their audience at all stages of the event lifecycle.”

As part of its global growth plan, YEG! has opened offices in the United Kingdom and United States in addition to its bases in Milan, Turin and Rome. YEG! has also strengthened its data science and go-to-market strategy with a series of new hires in digital areas and with data science and sales modelling partners such as IULM University.

About Cvent

Cvent is a leading meetings, events, and hospitality technology provider with 4,800+ employees and ~22,000 customers worldwide as of December 31, 2023. 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 YEG!

Innovation in Interaction. YEG! designs and produces communication events, inspired by the principle of MAYA (Most Advanced Yet Acceptable). The perfect hybridisation of past, present, and future and the enhancement of the balance between innovative tools and historical tradition are the focus of our daily research. YEG!'s mission is to improve the interaction between companies and their target audience through careful research in the world of innovation and vertical design of data-driven events. YEG! is one of the most active and dynamic Italian companies in the world of leisure and business events. It was born in 2018 as the evolution of Ventana Group, a historic MICE sector brand, founded in Turin in 1976. YEG!'s operating philosophy is clear: to approach every project - whether it's organising a private trip, a large corporate event, or a scientific conference - with the same goal. That is, to create something unique, unrepeatable, and memorable. To achieve this goal, YEG! deploys extensive experience in logistics, technical production, and content creation. In addition, it has a series of digital platforms that enable smart management of all event steps.