Personalisation is seen as one of the hottest trends in the events industry as attendees increasingly expect both the communication of the event and the live experience to be tailored to them in some way. At the same time, data capture tools like registration systems and event apps are helping events collect valuable information on attendees to create more powerful and customised event experiences.
But is personalisation worth the time and effort? Are we doing anything useful with all the data we’re gathering from attendees or are we collecting too much? Are there any data collection tools that are more effective than others? And what impact will Europe’s new data protection regulation have on event personalisation from May 2018?
A new Eventsforce research study – titled ‘The ROI of Event Personalisation’- has revealed that despite it being a growing priority for 73% of event planners, more than 50% are struggling to see how effective their personalisation efforts are in engaging attendees and building brand loyalty. Of the 150 senior event planners surveyed, 56% don’t end up using all the data they collect for the purpose of personalisation and another 44% find it difficult to determine how much personalisation they should actually do.
Some other highlights from ‘The ROI of Event Personalisation’ study include:
- More than 9 in 10 event planners are using personalisation around events
- Event invites, delegate communications and personalised registration forms are the most popular methods of using personalisation
- Top 3 most effective data collection tools include registration systems, CRM/marketing solutions, surveys and apps
- 31% struggle to measure ROI of personalisation efforts
- Other challenges include deciding what data to collect from attendees, getting the balance right between providing value and protecting attendee privacy and dealing with inaccurate data
- 36% of event planners feel the upcoming EU General Data Protection Regulation (GDPR) will limit personalisation efforts in the industry
For a more comprehensive look at these results and some of the other findings from the Eventsforce ‘The ROI of Event Personalisation’ study, download the infographic below:
Eventsforce will be debating the topic of personalisation, privacy and GDPR with senior event planners from Haymarket Publishing and the British Council at the annual Event Tech Live show in London on 9th November 2017. The session titled, ‘Event Personalisation – Finding the Balance Between Value & Privacy’ will discuss the findings of the study and provide an opportunity for the speakers to share their experiences around personalisation and finding that balance.
Those interested in attending can register for the event at http://www.eventtechlive.com or visit Eventsforce at stand 216 in the exhibition hall.