Technology is always pushing the boundaries on how we plan and run our events. From the use of simple registration systems to complex event management tools. From check-in solutions and event apps to new technologies like iBeacons and augmented reality. As the significance of technology continues to grow for the events industry, so does the importance of managing all the data we get from our events.
Event data is incredibly valuable – the more you make of that data and the more you share it across your organisation, the more valuable it becomes. Over the last few years, event planners have done some great things by integrating (or connecting) their event data with applications like payment gateways, scanning tools and more recently, of course, event apps. Today, more and more organisations are starting to apply this same concept of data sharing with big back-end business systems – from CRM and finance to marketing, travel booking and membership solutions.
How does data integration help event planners?
Event planners deal with so many different systems to capture and manage information around their events – from their event management and ticketing systems to marketing, sales, finance, membership and so on. Putting all this data together where all the different systems automatically talk to each other is where integration comes in. In fact, having this kind of data ecosystem saves event planners an enormous amount of time around data entry and other admin tasks. It also makes sure that people have real-time access to critical and accurate event information at all times
Last month, Eventsforce and Event Industry News conducted a research study with over 200 senior event planners to take a look at the current uptake of data integration in the industry and the results were very interesting. The study found that 60% of organisations have already integrated their event data with back end systems with CRMs, corporate websites and finance solutions coming up top.
What did our study results say were the key benefits of data integration?
Time savings, data accuracy and improved productivity were seen as the top three benefits of data integration with 75% of event planners saying integration had a significant impact on the hours spent doing admin work like data entry, reporting and chasing departments for relevant information. However, factors such as cost, time and the challenges of managing multiple IT suppliers were seen as the top barriers to integration.
The study also found that that despite the overwhelming 75% of event planners who want to integrate their event data, a third felt uncertain of where to start. With this in mind, Event Industry News and Eventsforce decided to create a new ebook that provides event planners with a comprehensive easy-to-read guide on data integration. Download it for free here and let us know what you think.
For a more comprehensive look at the findings from the Event Industry News and Eventsforce ‘Do More with Your Event Data’ study, please download the infographic below: