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Turn Event Data into Business Insights That Matte

September 27, 2022

In today’s business world, data is key to staying competitive. It’s not just because the data analytics industry is growing exponentially, but because businesses have seen the value of understanding their customers by collecting and analyzing their data. According to a report, Netflix saves about $1 billion annually by using data analytics to facilitate customer retention

Data analytics is critical for ensuring that you create extraordinary events, also. As an event organizer in the post-COVID technological age, understanding how to harness event data for insights is critical. It helps you to provide an amazing experience for attendees consistently, and it’s also quite attractive when getting a sponsor for your event. 

At Performedia, we’re passionate about helping you stay ahead of the curve with valuable insights from event data. So, in this article, we’ll explore how you can use event data to derive useful insights for creating amazing events and driving business growth. 

What Kind of Data Can You Gather From Your Event? 

As an event organizer, there are different kinds of data that you may collect at your event. Here are a few of them:

  • Ticket sales and registration data

A great way to measure the success of your event marketing is to collect data on ticket sales. When advertising your event on social media, it is critical to ensure it has the needed impact. A large number of ticket sales shows that your advertising campaign got through to the right audience and that they think the event theme is of value.

  • Registrant data 

Registrant data refers to data about the people registering for your event. As an event organizer, the specific registrant data you may need to collect will depend on your event goals and sponsor needs. You can collect information such as names, job titles, company addresses, and industry. You may also collect personal information such as age, interests, referral data, etc. 

  • Check-in data 

Not everyone who registers for your virtual or hybrid event will attend. But while it’s not realistic to expect everyone who registers to attend, having a high check-in to registration ratio is critical. It shows that your audience believes your event to be of value. If you have a low number of check-ins, you may need to increase your engagement with your audience before the event. 

  • Event engagement data 

A critical way to understand if your attendees gained from your event is by measuring their engagement. You can track how many sessions they attended, how many sponsor links they clicked, how many surveys were answered, and more. Compared to the number of items provided at the event, this data gives you a snapshot of how much value attendees derive from your event. 

Our platform makes it easy to track attendee engagement efficiently. You can track all visited pages, links clicked on, what content your attendees watched, how long, et cetera. With a customized dashboard, you can also get a nice overview of the data you’re interested in. This data is extremely valuable to virtual and hybrid event sponsors, as it helps them track their impact at the event. 

  • Post-event surveys 

Post-event surveys can give insight into how your attendees felt about your event. According to Rob Danna, an SVP of Sales and Marketing, post-event surveys ``highlight the wins and losses of your event and [let you] have an opportunity to reengage with your attendees.” With a post-event survey, you can also ask attendees what they enjoyed most at the event and what they would like to see at future events. This helps you to improve the quality of your events constantly. 

How to Up Your Game With Event Data

If you want to maximize your impact with event data, here are a few tips to up your game: 

  1. Develop clear goals 

With the ability to collect data on nearly any activity you want, it’s easy to get lost in all the generated data. As an event organizer, you’ll need to determine which data is useful for your business goals. To do this, you’ll need to establish clear goals from the outset. 

  1. Use excellent tools 

What’s a carpenter without a saw or a fisherman without a net? You’ll need excellent data gathering and analytics tools to get high-quality data. These will help you gather and process data to drive insights. 

Our virtual and hybrid events platform provides the best analytics tools to collect and analyze your event data to gain insights. 

  1. Collect the necessary data

When you’ve determined what data is valuable, it’s time to collect it! It’s important to collect as much of this data as possible, so ensure to optimize every point where it enters for efficiency. When planning to collect data, optimize for quality, as context is critical for drawing insights. 

  1. Analyze to draw insights

Data collection is important, but where data becomes powerful is with analytics. Data analytics provides actionable insights that businesses can use to bring about changes. For example, discovering that attendees are mostly young professionals might signal to a business to improve its ad campaigns on Twitter. 

  1. Implement changes

As the saying goes, applied knowledge is power. Upon receiving insights from your analytics, it’s critical to implement changes to drive results. This sets up a culture of growth and improvement, helping you to deliver value to your attendees. 

How Event Data Helps You Improve Your Business 

How does event data help you – and your sponsors – improve business performance? Here are a few key ways: 

  • Gives access to more leads

Lead generation is one of the most important aspects of event sponsorship and hosting. By tailoring your events with data, you can attract more qualified leads for your business. 

  • Improves your content delivery 

While content is king, your content needs to be conveyed meaningfully to your target audience. Event analytics can show you what kind of content your audience interacts most with. Knowing this, you can alter your content delivery to suit their preferences. Suppose your audience watched more videos at your event, for example. In that case, you could consider creating more video content

  • Increases customer engagement 

Event data analytics improves your understanding of your target audience. You can provide more tailored content that meets their needs with this information. This helps to increase your audience’s trust in you, driving engagement and customer retention. 


Event data is extremely valuable for gaining insights into your audience. Collecting and analyzing virtual and hybrid event data can help you better understand your audience. This helps you to consistently deliver amazing experiences to your audience while delighting your event sponsors.