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AT GBTA2014, Catch Lanyon’s Anthony Miller Speaking on “Big Data”


Posted by Kevin Iwamoto on 07/07/2014

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It’s that time of year again! The GBTA convention & trade show is just a few short weeks away — in my old home town of Los Angeles.  LA always holds a special place in my heart, as it’s where I first became involved with GBTA (formerly NBTA – back in the day).  I was elected as President of LABTA, and that same year, GBTA’s annual convention was held in LA.

Rather than doing a typical “Welcome to LA”speech as local chapter President, I decided to do a video montage welcoming the attendees and celebrating LA’s role as film capital of the world. The video featured travel-related clips of various movies including “Planes, Trains & Automobiles”, “Airplane”, and a few others.  It was the first time any local chapter President did a video welcome versus going on stage; but then again if you know me, I’ve always pushed the envelope.  I truly look forward to returning to the City of Angels for this year’s convention.

There are some great sessions on SMM this year, and I’m proud that Lanyon will be taking a leading role in one:  Big Data for Meetings and Events: Bridging the Gap Between Marketing, Corporate Hospitality, and Procurement, set for Monday, July 28th at 10:30 a.m., Pacific.

Anthony Miller, Lanyon CMO, will be moderating and speaking, and if you’re a corporate travel or event manager, I highly recommend you attend. Go to learn how companies are consolidating the data from their meetings, events, and corporate transient travel programs so that they can better control costs, save and gain negotiating leverage with their suppliers. Most importantly go and learn how to report true enterprise spend from a singular technology platform vs. merging disparate point solution and supplier data.

Learn first-hand what types of data to collect, and how organizations are using it to engage more deeply with customers, as well as monitor spend, and ensure compliance. Implementing this type of Big Data strategy helps you prove the ROI of meetings, events, and corporate hospitality, as well as tie the strategy back to that of the larger organization.

The reality of today’s business world is that senior management executives globally are demanding that we prove the ROI of travel and events.  The demand for ROI has become the new norm for cost justification; it has truly morphed from a “nice to have” to a must have business requirement.

What sessions do you have on your list for GBTA? Share here why you’re going and what you hope to learn from them!

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