With data integration among the most important technology trends for events over the next five years, Event Tech Live opened with a topical session.
A study of US/UK senior event planners, conducted by technology and software specialist Events Force, showed that while 74 per cent understand the importance of data integration, only half of them had practical experience of working on a data integration project.
Chaired by Events Force Business Development Manager Ian Webb, the ‘Save time and do more with your event data’ video features representatives from two of the company’s clients, Carla Jones, Head of Operations & Client Services at Haymarket, and Rachel Almeida, head of Events at AoC (Association of Colleges) Create. Together, they detail the process, and the bespoke benefits, of bringing data streams together.
“We wanted the live information that delegates were inputting so we could send it over to our CRM to make sure is was up to date and accurate,” Rachel Almeida says. “One of the big benefits is being able to see where our member organisations spend their money, what those patterns are, and knowing data we use for our marketing is current and up to date..”
“A key driver for us was to have a full picture of where we were in terms of payments,” Carla Jones says. “It was difficult as an events team to get a view of whether we had paid or unpaid delegate places, entries, dinner table bookings for example, so we wanted to get that information integrated. It was all about the efficiency of the financial management process and, after a long process, it’s a big coup for us to have that in place.”
The process, Ian Webb explains, requires hard work, mapping out the integration process rather than simply handing everything over to the techies. “It’s really important to have the same stakeholders involved throughout and always look back operationally to what you were trying to achieve.”
And, whatever the ambition, whatever the components, the results can be truly game-changing.
Thanks to First Sight Media for this video.
Want to attend and contribute to live event tech discussions with industry experts?
Why not register for Event Tech Talks? This month discussing how AI and robotics will be used in the events industry.