3 kinds of data to optimize digital events

How do you make sure your digital events are engaging and effective with your audience? Look at the data. And with digital events, there’s no shortage of data that event marketers can use to optimize sessions and experiences for their attendees.

“Whether you’re building a net new event or deploying an existing event, utilizing data when building your digital event is critical,” said event strategist, event management and logistics leader, consultant Marsha Maxwell, in a session at The MarTech Conference.

Research data before the event

Digital events are a great way to engage existing customers and build a sense of community in your industry. During the planning phase, research your customers and prospects to inform the kind of sessions and experiences to include in your event. External data sources like social media also help to build a complete picture.

“It is up to you to do the research and build the personas and profiles,” said Maxwell.

Here are some research tools and tactics to use before the event:

• CRM systems.
• Surveys.
• Focus groups.
• Social media.
• Community forums.
• Previous events.
• Digital content (webinars, whitepapers, etc.).

Audience data from these sources will help you create personas. This includes your audience’s preferences, demographics, behaviors and interests. Once you know these key data points, you can construct an ideal event for your audience.

“All of this data will help you tailor the event to resonate with your attendees and create a personalized experience,” Maxwell said.

Dig deeper: 4 keys to digital events planning

Engagement data during the event

Digital events generate a great store of valuable engagement data. This engagement data tells you how attendees spend their time during the event and which sessions worked best with your audience.

Here are some key engagement metrics and data sources:

• Session attendance.
• Participation in networking.
• Attendee profiles.

“This data indicates the effectiveness of the event and provides insights for improvement as well as how to engage with the audience [after] your program,” said Maxwell.

When building your digital event, keep in mind these sources of engagement data. Make sure you leave time for networking and include these opportunities for attendees to chat during your event.

Post-event feedback

“Post-event feedback is an extremely valuable tool that helps you, the organizer, understand the impact of your digital event,” said Maxwell. “It helps you make data-driven improvements, enhance participation, and, ultimately, helps you deliver more successful events in the future.” 

Here are some of the ways you can gather feedback and other insights:

• In-session surveys.
• Post-event surveys.
• Mine social media for responses.
• Schedule live feedback sessions.

Surveys and other feedback, like session ratings, will help you determine which activities and speakers were successful.

Additionally, gathering feedback “truly fosters relationships because it shows that you’re valuing [attendees’] opinions and enhances community and loyalty,” Maxwell said.