The survey, which garnered responses from 407 industry professionals, reveals that more than half of the respondents (60%) were event planners, highlighting the diverse perspectives on the evolution of events.
Key findings from the survey include:
- The survey identified the improvement of event planning and personalization of attendee experiences as the most important use of event data for planners. While 50% of event suppliers use data to measure event success and ROI.
- 66% of participating event planners use data from feedback and survey tools to enhance customer satisfaction and create personalized communication strategies.
- Data collection increases efficiency and profitability. More than 2/3rds of suppliers state that data collection has allowed for the creation of new products and services based on client needs, as well as improved customer service and support.
- However, collecting data also comes with certain challenges. 77% of event planners indicate that obtaining reliable data is a top concern, while suppliers identify gaining employee consent as the largest challenge.
As a driving force of innovation and creativity, data will not only help us stay ahead of industry trends but also help both planners and suppliers create personalized and engaging experiences for all participants. The survey highlights more efficient event management and higher attendee satisfaction as two positive outcomes of using data when planning an event.=
Ovation Global DMC’s brings to light the key role of data in the events industry. By embracing data collection and analysis, event professionals can transform the event industry and make it more personalized, creative, and impactful.
“Data has been a game-changer for our events. It has helped us plan more effectively, measure our outcomes, and enhance our attendee experience. I strongly believe that data is the future of the industry,” said Rutger Hoorn, VP of Sales & Strategic Partnerships at Ovation Global DMC.
Tags: survey, Rutger Hoorn, Ovation Global DMC
