Category: Data Management

Look at Your Event Data Now to Run Better Events in the Future

COVID 19 Look at Your Event Data Now to Run Better Events in the Future

There is no denying that COVID-19 has turned the world of events upside down.  Many event planners are facing the difficult decision to cancel or postpone their events.  And many are moving to uncharted territories like virtual events.

The current situation is also changing the way organisers spend their time.

A new research study conducted with more than 550 event planners last month found that a large majority of organisers are now spending more time researching new ideas and focusing on tasks that can help them become more competitive in the future.  As well as doing things like making improvements to their planning and marketing processes, the results showed that nearly 40% are spending this time to look at their event data.

Why?  Because event data is incredibly valuable. And using this time to ‘get your data fit’ can bring enormous business opportunities for your organisation – regardless of whether you’re running virtual, hybrid or live in-person events.

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Why is Event Data So Important?

Event data is essential in helping planners and organisations understand exactly what happened at their events and how they can improve things in the future. Whether it’s measuring attendance or figuring out which sessions people found most engaging – event data can be incredibly valuable.

Despite its importance, however, many planners find it difficult to manage all the data they collect from events.  In fact, research shows that more than 8 in 10 event planners see data management a consistent and growing challenge.

This is not an issue that is going to go away for organisers either – especially when it comes to compliance, reporting and analytics and the abundant use of tech tools that help them collect an enormous amount of data on their events and attendees.

Understanding how to use event data strategically is also becoming an important skillset for event planners too – the latest ‘State of Event Technology Report’ from EventMB shows that more companies are now looking at data skills in senior event management positions.

And of course, we can’t ignore the importance of data in this current climate, especially for those running virtual events.  Having the ability to look at the data you’ve collected from your past events will be critical in understanding what your audiences want from your virtual events and making them a success.

Related read: How event planners can use this time to stay competitive

What Are the Benefits of Good Data Management?

Using this time to analyse your event data, improve processes and put together an effective data management strategy can bring enormous benefits to your organisation:

1) Measuring Success – Event data can provide organisers with the metrics they need to measure the performance of their events. From the feedback you get in surveys to registration numbers, attendance levels, app engagement and revenue.  Having the right processes in place to collect, manage and report this kind of data helps you figure out whether your events are meeting expectations and if they are in line with your organisation’s overall goals and objectives.

2) Engaging Attendees – Personalisation is driving a more data-driven approach to the way organisers plan events as attendees increasingly expect both the communication of the event and the live experience to be tailored to them in some way. Organisers can use the data collected from attendees to capture their views and opinions, build profiles and tailor their experiences to build engagement and loyalty.  This can also be an important competitive differentiator for events.

3) Making Improvements – Event data can be critical in identifying key lessons and take-aways to determine goals, activities and content for future events. Tracking attendance and engagement levels around sessions can help assess popular topics and speakers for next time. In the same way, understanding that networking was the main reason people attended the event may push you to introduce networking tools and meeting rooms to facilitate conversations with like-minded attendees.

4) Boost Marketing ROI – Event data is a goldmine for marketers. Did a particular session generate a lot of leads for you organisation? Are those people attending events the same ones who engage with your other marketing activities? By implementing the right tools and strategies on data collected around events, organisations can get a much bigger return on their event marketing investments.

5) Generate Sales/Membership – Sharing event data with your sales department or membership teams can bring monetary value to your organisation.  Knowing who showed up at an event, what sessions they attended and who they engaged with helps your stakeholders stay up to date with important customer/member/lead information.  It will also make it easier to assess what value event activities actually bring to the organisation.

6) Meet Compliance Requirements – The frequency of high-profile data security breaches is shaking up people’s trust in the way organisations manage their personal information. Organisations also need to meet stringent data protection regulations like the EU GDPR, which means organisers need to be savvier in what personal data they collect from events and how that data is used. With a clearly defined data management strategy, you can meet compliance requirements and show attendees you’re using their information responsibly.

Conclusion – Get Fit For the Future

Use this time to analyse past events.  Dive into the data held in your event management system and understand your delegates more.  Look at what worked, what didn’t.  Look at where you made money from your events and more crucially, where you didn’t.

Get your team involved and help them understand why data management should be an integral aspect of all event planning activities. Put time aside to assess your data needs at the beginning and end of each event. And make sure you get your tech providers involved – they’re always there to help.

Remember, following good data management practices can only be a good thing moving forwards.  It will offer you that golden opportunity to learn what people actually want from your events.  It will help you build trust and loyalty with your audiences.  And ultimately, it will help your organisation succeed and grow.

Want to use this time to get more value from your event data?  Not sure where to start? Join our webinar next week!

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Eventsforce Brings Self-Service Check-In to Scottish Events

Eventsforce Brings Self-Service Check-In to Scottish Events Industry

As an event planner, you’ll know what a logistical nightmare printing and scanning delegate badges can be. Yet getting it right is so important as it can have a huge impact on first impressions when people arrive at an event.

Eventsforce will be at this month’s EVENTIT 2020 show in Scotland to showcase its self-service check-in solution which helps organisers cut down registration queues and offer attendees a more efficient way to scan and print badges on-site.  The event, which is taking place on the 19th March at the Edinburgh Convention Centre, is set to gather more than 800 meeting and event professionals and over 80 exhibitors from across the country’s MICE supply chain.

Organisers attending the show will be able to get a hands-on demo of the Eventsforce Kiosk check-in solution at stand D4, as well as meet the team for a chat about their event tech requirements and the impact of important industry trends such as data management, personalisation, regulatory compliance and data security. Attendees will also be able to get a copy of a new industry eBook ‘The Event Planner’s Guide to Good Data Management’, which helps organisers get more value from their event data.

The topic will also be covered by Ian Webb, Head of Business Development at Eventsforce, in a panel session, titled ‘Is Event Tech a Hindrance or a Help?’.  The session, which is part of the show’s broad education programme featuring five workstreams and over 40 workshops, will take place at the Tech Talk stage between 2:00-2:30pm.

The organisers of EVENTIT 2020 have also partnered with Eventsforce to provide its awards management software for the 4th Annual E Awards ceremony taking place at the Edinburgh Corn Exchange in June.  The platform will help automate the entire awards submissions and selection process, which features 18 different categories celebrating the achievements of business events, festivals, event professionals, venues, students and industry suppliers.

For more information on EVENTIT 2020, please visit: https://eventit.org.uk/

To schedule a meeting with the Eventsforce team at EVENTIT 2020, please email: maz.qureshi@eventsforce.com


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What Event Planners Need to Know About 5G Today + 4 Other Tech Stories to Read

What event planners need to know about 5G today

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In this month’s round up of top tech stories, we look at how important data protection and data security has become for event planners two years since the introduction of GDPR. We also look at some cool new tech tools, including short-range projectors and a VR solution that makes venue site-inspections a lot more practical (and less expensive!). Finally, we look at why traditional event chatbots may be a thing of the past and some of the other practical treats 5G and AI have in store for us for events in the future.

Have a look at the top event tech stories you don’t want to miss:

M&IT: Has the Events Industry Grasped Data Protection After 2 years of GDPR?

Data protection regulations got serious back in 2018 when the European Union enforced the stringent General Data Protection Regulation (GDPR) law, meaning the way companies collect, process and protect the personal information of EU citizens changed forever. And while some event planners are still struggling with GDPR compliance, it seems the regulation has brought about a number of positive changes to our industry, especially with regards to event marketing, data management and data security.  The article highlights how events are now also starting to promote their data protection credentials a lot more than before in an effort to show attendees that they can be trusted with their most valuable asset – their personal information.  Read more.

NEW eBook: The Event Planner’s Guide to Good Data Management

MeetingsNet: 5G Broadband – What Event Planners Need to Know Right Now

5G is set to significantly change how content is delivered and consumed at events and conferences, but according to this article, planners must address technical and logistical considerations to make the most of the bandwidth that will soon be at their disposal. One suggestion is to ask venues if they already have 5G antennas in their largest meeting and pre-function spaces to handle the needs of a lot of people.

Another thing to account for is that 5G burns mobile-phone battery power more quickly than 4G, so additional charging stations might have to be provided. Planners could also mention this in pre-event materials and encourage attendees to bring their own power banks for on-the-go-recharging. Read more.

Related reading: Top Wi-Fi Considerations for Event Planners

Event MB: 5 Tech Trends from CES That Will Impact Events

The team at EventMB do a good job here of putting together some of the most relevant tech news that came out of this year’s Consumer Electronics Show (CES) – especially those that are set to change the way people experience events in the future.  For example, the article suggests there will be a move away from using traditional chatbots at events and more focus on tech like Samsung’s latest evolution of smart assistants – humanoid AI chatbots that act like Siri or Google Assistant but actually learn and display emotions. The interface provides a much smoother and human-like experience with lighting speed responses, making it more palatable for events (having a helpful chatbot can also mean saving thousands in extra staff!).

Another trend is 5G as planners resistant to using engagement tech for lack of reliable or affordable Wi-Fi will now be able to engage with an incredible amount of data transfer. Want to beam in a hologram speaker? Easy. Want to create some amazing AR activation? Done. Other notable trends in the article include the emergence of cool new short-range projectors, interactive screens and the use of voice-assistants.  Read more.

MeetingsNet: VR-based Venue Site Inspections Take Another Step Forward

It seems Virtual Reality technology is making site inspections more robust for event and meeting planners after the launch of the XR Event Planner from Accenture and Qualcomm Technologies. The VR technology solution places event planners and hotel sales staff side-by-side in a virtual reconstruction of an event space, allowing them to remotely envision and configure the layout in real time. InterContinental Hotels Group is the first hotel company to partner with the two technology firms to test-drive the tool with organisers interested in viewing the event space at the InterContinental Los Angeles Downtown.

The pilot program recreates the venue space in three dimensions, including accurate reflections of architectural features, layouts, lighting, carpet design, table settings, and fabric patterns. Users can modify room layouts by toggling between table and chair configurations, stage placements, decorations, and lighting as they all collaborate remotely and add notes for colleagues or for the hotel’s set-up personnel.  The solution could shorten the time frame between a planner’s first inquiry to a property and signing a deal to hold a meeting there and decrease cost associated with bookings events. Read more.

Corbin Ball: Artificial Intelligence – The Upcoming Impact on Events

AI is set to become the most significant technology change agent of the 2020s.  According to event tech expert, Corbin Ball, the technology is already making steady inroads in our industry with many innovative solutions now available in the market.  One of the examples cited in the article include Wordly, a simultaneous interpretation system that uses AI voice recognition to instantly translate an event presentation into 15 languages.  Another is TrackMany which uses iPhone cameras as facial recognition data collectors to anonymously track a range of attendee demographics.  Other tools include AI-powered matchmaking tools and content aggregators that use AI to deliver more personalised content to event audiences. Read more.


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Top 10 Most Popular Stories on Event Tech Talk

Top 10 blogs on Event Tech Talk

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Event technology has fast become a critical aspect of all event planning activities over the last few years.  Knowing what technology to use and what value it should bring to events and attendees is something organisers can no longer ignore. Despite its importance, however, new research has found that only 48% of event planners see themselves as tech-savvy.

More worryingly, perhaps, is the fact that less than one in two say they have limited skills to make confident, informed decisions around their event tech investments – despite holding responsibility for it in majority of organisations.

The stats also show found that as well as limited tech skills, 75% of event planners struggle to keep up with new trends and offerings in the market. Yet when asked how they try to stay up-to-date, conversations with peers (78%) and reading blogs and news sites (50%) topped the list of activities they found most useful.

With that in mind, we thought we’d share the top event management and tech stories that really hit the mark with our readers over the past year.  They give a good indication of the kind of topics that organisers seem most concerned about too.  Based on unique page views and social media shares, have a look at our top ten blog posts from 2019:

#1 How to Organise Successful Corporate Team Building Events

Corporate team building events are on the rise – more and more companies are realising that you can’t just put random people in the same office and expect them to mesh on their own. What’s more, developing people-skills that go beyond the duty of each employee is essential as well – without communication and collaboration, even the most talented group of workers can fail to achieve their goals. For event departments specifically, running team-building events can be critical to an event’s success.  They can help team members learn new ways to work better with each other in different and high-stress situations. They can also encourage them to be more creative and showcase their unique problem-solving skills. Read more.

#2 How to Collect Valuable Data from Events

Event tech systems help organisations collect important data around their events (registration forms, surveys, apps). And yet the amount of data these systems generate can be overwhelming: from website traffic and social media engagement to registration and attendance.  From the quality of attendees to feedback and evaluation. From generated revenue to conversion rates and sales leads. So which of these data metrics actually matter to event planners and which data collection tools are seen as the most effective for measuring success? Read more.

Read: eBook – The Event Planner’s Guide to Good Data Management

#3 10 Essential Tips to Reduce Event Risk

Whether you’re organising a conference, roadshow or seminar, one of the most important considerations you need to make is the safety of your event and attendees. The bigger and more complex your event, the greater the risk – simply because where there are more people, the probability of an accident or incident is higher. Regardless of size though, event safety should always be a priority consideration. Have a look at the ten important things you need to be thinking about to reduce risk around your events. Read more.

#4 How GDPR Changes the Rights of Your Attendees

The EU General Data Protection Regulation (GDPR) first came into effect nearly two years yet many organisers are still looking for clarity when it comes to their attendees’ rights and requirements. It’s important to remember that one of the key things that GDPR wanted to address was that organisations dealing with personal data are doing so in a transparent and secure way – and always in the individual’s best interests.  For example, the regulation gives attendees the right to access all the information an event organisation holds on them – for free. They have the right to understand exactly how their data is being used. And they have the right to be notified of any breach to their data within 72 hours. Read more.

#5 How to Make Sure Your Events Show Up on Google Search

Google today acts as both the main gateway and gatekeeper to the Internet.  In fact, it controls more than seven out of every ten searches. It also stores and ranks the links of websites according to certain criteria – and this is where SEO comes in. But SEO with Google Search has changed so much the last few years, that many marketers aren’t sure what’s outdated, what’s important, what will make a difference and what is simply wasted effort. Have a look at this article to understand how Google ranks pages and what planners need to do to ensure their event websites rank well in search results.  Read more.

#6 How to Create Invites That Draw Crowds to Your Events

Invitations are one of the most important things to get right when planning a successful event. They help set the tone of an event and are often one of the first opportunities to make a good impression with potential attendees. And yet research has found that getting people to open that email, click through and sign up to the event is something most organisers struggle with when it comes to event invitations. So, what are the elements of an invite that compel people to click through and register? And how should you look at when measuring the success of your invitation campaigns? Read more.

#7 8 Quick Ideas for Engaging Attendees After Your Event

For your event to be a success you need to be working on your delegate engagement activity at all stages of the event life cycle.  Most of us, however – whether due to a lack of time or resources – only focus on the engagement activities before and during the event. We miss the all-important phase, when the event has ended. So why is post-event engagement crucial for event planners and what kind of activities are effective in keeping up interest around your events? Read more.

#8 7 Key Steps to Successful Event Sponsorship

Sponsors can make a big difference to your event. They may even be the reason you host an event in the first place.  Yet securing and managing sponsorships is one of the biggest challenges organisers have to face. What kind of sponsors make sense for your event?  What kind of packages can you offer? How many sponsors do you need and how will you manage expectations?  More importantly, how will you ensure your sponsor will be happy with their investment and take part again the next time round? Have a look at the key things you need to think about when considering sponsors for your next event.  Read more.

#9 5 Ways Self-Service Check-In Can Improve Your Events

As an event planner, you’ll know what a logistical nightmare printing and scanning delegate badges can be. And yet getting it right is so important as it can have a huge impact on first impressions when people arrive to your event.  Attendees don’t want to start their journey feeling frustrated, standing around in long registration queues or waiting for someone to help them out. They want to show up, get their badges and start their day as quickly as possible. So what are the most common issues organisers face when managing attendance recording on the day?  And how can a self-service check-in solution help? Read more.

#10 5 Ways Tech Can Reduce Stress for Event Planners

Event planning is not easy. The constant drive to produce engaging events that delight attendees. The pressure to deliver meaningful results. Dealing with last-minute changes and delivering the impossible at a moment’s notice.  All these are issues planners need to deal with every time they create an event.  They can also be an enormous source of stress. Technology, however, can help – with event management systems offering a plethora of tools, options and inspiration to help planners along the way. Have a look at five simple ways event tech can help reduce stress for organisers.  Read more.


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PCMA Convening Leaders 2020: Can Event Planners Address Growing Challenges of Event Technology?

PCMA Conveying Leaders 2020

Are event planners struggling with event technology? It seems they might be.

A new research study has found that 47% of event planners say they have limited skills to make confident, informed decisions around their event tech investments – despite holding responsibility in the majority of organisations. Another 91% say event tech is an important aspect of the job, but only 48% consider themselves to be tech-savvy.

So how tech savvy are event planners expected to be these days? How much responsibility should they have around event tech when they already have so much on their plates? How can they acquire the skills they need to manage event tech effectively? Or will the industry see the emergence of a new breed of event professionals whose job is to focus exclusively on all things event technology?

These are some of the questions event management software company, Eventsforce, will be addressing in a session at PCMA Convening Leaders, which is set to take place in San Francisco on 5-8th January 2020.  The Tech Talk session will focus on the findings of a new research study which shows a growing ‘technology skills’ gap in the events industry and discuss what organisers and tech providers can do to address the growing challenges around managing event technology.

“Our research shows that organisers are struggling with a number of issues when it comes to their understanding, uptake and management of event tech.  And these problems are becoming more complex with the increasing use of tech tools that help them collect an enormous amount of data on their events and attendees,” commented Ian Webb, Head of Business Development, Eventsforce. “We hope this session will kick off a much-needed discussion on where the industry is heading over the next few years and how organisers can best go about in managing the technology they use around their events.”

The session, titled ‘Are Event Planners Struggling with Event Technology?’ will take place on Monday 6th January 3:30-4:00pm at the Innovate + Elevate Arena (Moscone South, Tech Talk Stage, Hall D).  Attendees will also be able to download a new eBook from Eventsforce ‘The Event Planner’s Guide to Good Data Management’, which will help organisers get more value from their event data.

Eventsforce will also be exhibiting at the four-day event, which is set to attract thousands of business events executives and professionals looking for the latest innovations, education and connections in the industry.  Organisers attending the show can visit the Tech Pavilion for a hands-on demo of the Eventsforce self-service check-in solution, as well as meet the team for a chat about their event tech requirements and the impact of trends such as personalisation, data management, regulatory compliance and data security.


For more information on PCMA Conveying Leaders 2020, please visit: https://conveningleaders.org/

To schedule a meeting with the Eventsforce team at the event, please use the PCMA LIVE Mobile App or email: maz.qureshi@eventsforce.com.

 

 

 

 

 

Should Event Planners Work with Event Technologists?

Should event planners work with event technologists

Technology is always pushing the boundaries on how we plan and run events. Yet the scale of innovation we have seen over the past few years is making it difficult for event professionals to keep up.  Many also feel that they don’t have the time or skills to manage effectively all the different technology systems they now use around their events.

Last month, a new research study from Eventsforce found that almost half of event planners (47%) say they have limited skills to make confident, informed decisions around their event tech investments, despite holding responsibility for it in the majority of organisations. And more interestingly, 56% said they expect to see the emergence of a new ‘event technologist’ role in the industry.

So what is an event technologist?  How can they bring value to event organisations?  And what impact can they have on event success?

We spoke to Arvi Virdee, event technology specialist and managing director of Smartec Business Solutions, to get a bit of insight on what the role entails and what kind of things organisers need to take into account before working with one.

What is an Event Technologist?

What is the primary role of the event technologist? Simply put, it is to manage all the technology and data related aspects of an event. This includes:

  • Working strategically with the event director to plan the technology requirements for an individual event
  • Planning the event journey for each delegate type
  • Setting up the event website and registration process
  • Configuring the event app
  • Leading the badging system used onsite
  • Assessing all the different event technology needs onsite

Just as important as assessing the needs for a single event, the event technologist should have the capacity to evaluate technology needs across all events – preferably over three years. This will help with sourcing the optimal system or systems strategically, as well as keeping costs down through standardisation.

The event technology ‘ecosphere’ is vast.  The images below show some of the types of systems found during the events lifecycle:

And this image shows the types of systems used for on-site event management:

The event technologist should have a good grasp of all these types of systems, as part of their responsibility will be to help with sourcing the right system. This could be a single ‘end to end platform’ or a combination of different ‘best in class systems’.

Addressing the Challenges of Event Technology

The Eventsforce study also looked at some of the challenges event planners currently face when managing event tech for their organisations.  The biggest issue for 65% of organisers is the time it takes to complete the procurement, implementation and integration process of their event technology systems.

In addition to that, there are many other areas that organisers typically struggle with that could be addressed by working with an event technologist:

  • Creating different registration paths – clients, staff, speakers, management and VIPs all may need to have customised registration processes, which can be time-consuming to understand and configure
  • Accommodation – hotel rooms may be allocated, but additional nights before and after the event dates (shoulder nights) may require payment by the delegate. Setting up inventory for these days and collecting payment can be complex
  • Importing data – most systems provide templates to import data, ostensibly making it easy to structure your data ahead of an import. However, the data you have may not be in the right format – e.g., your data has the full name, but the template has different fields for first name and last name (or vice versa). Or you may be missing a mandatory field. In reality, a data import often requires a lot of Excel time (and skills) and repeated import attempts before a successful data import
  • Event communications – from ‘Save the Date’ emails to post-event feedback, event emails can be automated. However, creating different email templates and understanding all the ‘data tags’ is not easy, nor is to set up all the automation workflows
  • Website images – getting all images the right size (both in pixel size and byte size) requires some basic image resizing knowledge and understanding the difference between .png, .jpg and .gif. One common problem is to get a logo just the right size (possibly with space around it) so it renders correctly on any device or screen size
  • Budgeting – the nuances of the events industry make it challenging to automate the budgeting process, which often starts with a high-level estimate, followed by quotes for several options before one is confirmed. Excel macros can help, but this still leaves much manual processing

Building a Case for Hiring an Event Technologist

One major part of the event technologist’s role will be in data management, as events generate vast volumes of data. As well as ensuring all the personal data meets data privacy requirements (such as GDPR), the consolidation and analysis of the data to deliver actionable insights and event ROI is a vital part of the role. This is especially the case now that organisations are increasingly moulding their events around data-driven strategies.

The Eventsforce research study, however, found that data management tops the list of tech tools organisations most struggled with.  The latest ‘State of Event Technology Report’ from EventMB also states that more companies are now looking at data skills in senior event management positions.  This need for ‘data skills’ could pave the way to more ‘event technologist’ roles.

So should organisations hire event technologists?  Or should they create the role in-house?

That depends on the number and type of events an organisation does. If it isn’t a cost- effective option to have someone full time, then the role can be outsourced to a trusted specialist who has the skills to provide the services required whenever it’s needed.

Equally, you can look at creating the role using your existing team resources. Event planners tend to be multi-talented individuals who work at pace under stress. According to the study, 50% of event planners consider themselves as tech-savvy. So there is ample opportunity to identify one or more planners to function as a cross-event technologist. Skills to look out for include:

  • Experience of using the various tools used during the events lifecycle, including project and task management, instant chat, video conferencing, time management, image editing, etc.
  • A good grasp of business applications, such as a CRM system, office application suites, file storage and transfer, data protection, back-office needs, etc.
  • Strong Excel skills, including filtering, pivot tables and import/export
  • Understanding the benefits of integration between systems and present a business case where relevant

Conclusion

It is clear that the event tech ecosystem will continue to grow, with new tools, systems and platforms coming to the market to address specific needs organisers have around their events. There is a strong argument that event teams can benefit working with a dedicated event technology person, who understand event technology, who learns about it, researches what’s out there, can understand how the tech can be aligned to an event’s objectives and so on.

From Artificial Intelligence to facial recognition, events will continue to push the boundaries, and this diversity of choice is both an opportunity and a risk – how can you ensure you are using the right technology for your event needs?

A specialist event technologist may be able to help.


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Experts Debate Event Industry’s Growing ‘Technology Skills’ Gap

Event Tech Live 2019_session preview

Is the events industry facing a technology skills gap?  It seems so.

A new research study has found that 47% of event planners say they have limited skills to make confident, informed decisions around their event tech investments, despite holding responsibility in the majority of organisations.  The study also found that an overwhelming 91% of organisers say event tech is an important aspect of the job, but only 48% consider themselves to be tech-savvy.

Which makes us question…

How tech savvy are event planners expected to be these days? How much responsibility and accountability should they have around their event tech investments? How can they acquire the skills they need to manage event tech effectively? Or are these challenges creating the need for a new role in the industry – an event professional whose job is to focus exclusively on all things event tech?

These are some of the questions Eventsforce and industry experts debated in a panel session at leading global event technology show, Event Tech Live 2019, in London this month.  The session, titled ‘Are Event Planners Struggling with Event Technology?’, was moderated by Michelle Bruno, US-based event technology journalist and president of Bruno Group Signature Services, and brought together speakers from Eventsforce, British Council, Coventry University and the Association of Accounting Technicians (AAT).

One of the take-aways from the session was how many organisers don’t feel pressured to learn and become more confident about event technology.  Despite the obvious benefits of improved productivity, more insight and better engagement, there is still no incentive to learn about event tech.  And this is partly due to tech not being seen as the strategic tool it can be when it comes to achieving organisational goals.  That buy-in from management teams is missing. And so organisers don’t feel pressured to invest in their technology skills when they have so many other things to do.  Most of the panellists agree that events are still not given the priority they deserve, and as a result, neither is event technology.

The other key point was the issue of data management. The challenges of managing event tech are not going to go away for organisers – especially when you look at things like compliance, reporting and analytics and the increasing use of tech tools that help them collect an enormous amount of data on their events and attendees.  The research study shows, however, that data management tops the list of tech tools organisers most struggle with.  They also don’t necessarily have the time nor skills to tackle this head on – paving the way for a new ‘event technologist’ role in our industry.   Though the requirement of this role can vary from one event organisation to another, the panellists agreed that this is something the industry is starting to see more of – particularly across agencies and corporate organisations.

NEW eBook: The Event Planner’s Guide to Good Data Management

You can watch the whole session here – it’s only 30 minutes long and will give you a good overview on some of the key findings from the research study, what organisers can do to address their top challenges around event technology and how they would define the role of an event technologist.

Have a look:


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