By Matt Blain, D2i Systems

Every minute at an exhibition, or events generally, is quantifiable and the data dynamic, the journey, starts from the moment a potential attendee registers his/her interest. So there’s a whole lot of noise to tap into.

The equation is top heavy, which means it’s loaded with potential. And it’s technology’s job to get the best from the data and highlight game-changing analytics/specifics across the departments in a business; marketing, ops, sales, management et al, and to connect those processes together for an accurate overview.

Old school, straight line statistics, a product of laborious forms filled in at the door, for example, have made way for/been pushed aside by algorithms capable of much smarter, much less painful, paths to the hard facts and beyond.

What you get is still, ultimately, a product of the detail fed in at the door, metaphorically, but the tools to analyse the information are that much smarter. They learn, adapt, respond and change to the circumstances and deliver a whole other level of detail, which can be put straight to work.

It doesn’t have to be all or nothing either. Introduced 30 months ago, D2i’s Engage platform is scalable and configurable, it can serve small businesses and big enterprises, Ruddy Nice, organiser of DSET, and the Farnborough International (FIA) team, examples of both; SMEs driving multi-million dollar events.

At Farnborough, Engage is an end-to-end technical answer, centralising and automating all aspects of the business; sales, marketing, finance, operations and registration, automated where possible to allow the FIA team to manage 140,000+ visitors, exhibitors and contractors to the Airshow(s).

Information has never worked so hard.

Adam is the co-founder and editor of www.eventindustrynews.com Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.