Big Results from Big Data

Posted by Lanyon on 06/24/2015

< Back to Blog

There’s a lot you can learn by tracking an event attendee: details about her company and career, the products that most excited her, her favorite breakout sessions, her social media activity, and even questions she asked of presenters. Now multiply that data by the hundreds or thousands of attendees at your event — and suddenly, capturing, interpreting and using all that information seems to be a herculean task.

Here are four quick tips on how you can manage the rivers of data coursing through your events — and direct them into a reservoir of information that can improve your ROI and reduce your costs:

1. There’s no such thing as “TMI”

While it might seem like overkill to dig into the details of your attendees’ event activities and schedules, measuring their behavior can be immensely valuable. Tracking which sessions are most popular can give you an idea of what content your attendees are interested in — and what they’re not interested in. This kind of data lets you build on the event experience year after year.

Plus, measuring attendee behavior provides your sales team with more valuable information, as they’re able to glean what products and services may be the best fit — from segmented demographics all the way down to individual leads.

But don’t use this information too aggressively; attendees may become hesitant to engage at your events if they feel it could lead to unwanted sales calls and marketing emails. Be sure an attendee has genuine interest in a product before you reach out. Which leads us to our next tip...

2. Connect the dots

Information doesn’t exist in a vacuum — chances are you already have data about many of your attendees. Are they already customers of yours? What products do they use? How have they engaged with your sales and marketing in the past?

Combining this information with data gathered through your events can help you take proper “temperature” of the lead. If you know a lead has attended several sessions related to a service they don’t already use, it’s very possible there’s a new opportunity there. If they do already own that service, perhaps there’s an upsell opportunity, or maybe even a need for more support.

In fact, you can use this information before your event even takes place —  if you know from previous data that an attendee would be a good fit for a certain product, invite them to a special 1:1 meeting at the event. Not only does this improve the ROI of the event, but it also adds value to the attendee: they get a personalized experience based on their specific interests.

3. Help your sponsors, help yourself

You’re not the only one with a stake in your event — exhibitors and sponsors are interested in the attendee data you collect as well, although they may not have the ability to track it themselves.

Keep them up-to-date with the information they care about:
  • How is your event doing overall?
  • How are their sessions doing compared to their competitors?
  • What can they do to get attendees excited about their presence?

These are questions you can help them answer with the right data — ensuring they have a valuable event experience and making it easier to get their support again for your next event.

4. Follow the money

Big data can collect information in a hugely important area: budgeting. The most comprehensive event technology can record venue costs, hotel room rates, catering expenses, travel fees and just about any other line-item associated with your events.

Having this data at the ready doesn’t just make it easier to stay on budget — it helps you reduce costs by creating transparency and accountability, highlighting areas of waste, and providing you with more leverage in negotiations. You can even compare your events locally or globally to see whether one area of cost seems too high and accurately plan for expenses the following year.

Big Data might seem boring or even a little scary, but put into practice it becomes clear that the value Big Data can provide are endless: more ROI, less waste, a better experience for attendees and sponsors, fewer headaches for your planners, and more valuable meetings and events overall.

Want to find out how you can get even more out of your events? Download our free whitepaper on how event technology yields a huge return on investment.

Lanyon Launches Smart Events Cloud 2016

Posted by Lanyon on 09/19/2016

Lanyon Launches Smart Events Cloud 2016


Meetings Today-Lanyon Launches Smart Events Cloud 2016-July 2016

Posted by Patrick Mendoza on 07/26/2016

Lanyon, a meetings and travel software company, released a new version of its Smart Events Cloud platform that features a number of significant enhancements, a simplified user interface and improved scalability.


Lanyon Launches New Functionality and Salesforce Integration for the Company's Smart Events Cloud®

Posted by Lanyon on 07/25/2016

New release delivers event ROI transparency for marketing teams


Lanyon Selected as Event technology Provider by Meeting Professionals International

Posted by Lanyon on 06/15/2016

Lanyon Selected as Event Technology Provider by Meeting Professionals International


Meetings and Conventions Magazine — 5 Tips to Make Your Event More Environmentally Friendly — May 2016

Posted by Lanyon Staff on 05/11/2016

Earth Day fell on April 22 this year. As happens every year, people from around the world agreed on that day to turn off lights, reflect on ways to make our planet cleaner and take steps to reduce waste. 
As we in this industry know, bringing together thousands of people can create a great deal of waste and emissions. However, we can make conscious decisions every day, at every event, to make sure we are doing all that we can to make our events environmentally friendly.

Read the original article here.


Lanyon Selected to Power GBTA’s Worldwide Events

Posted by Lanyon on 05/02/2016

Dallas, Texas (April 28, 2016) — Lanyon, a global leader in meetings, events and travel software, today announced that the Global Business Travel Association (GBTA) has selected the company’s RegOnline® software to power their global events. The agreement reinforces Lanyon’s commitment to provide best-in-class software to the association marketplace.


How Dreamforce Mastered Event Registration With Salesforce’s Scott Owens

Posted by Lanyon on 04/25/2016

Salesforce, the world’s leading CRM technology provider, is one of the most recognizable names in the tech industry. And with over 172,000 attendees, their flagship event, Dreamforce, is the largest software conference on Earth. They’re also a Lanyon customer.


PCMA Convene – 5 Tips to Max Out Your Mobile Event App – April 2016

Posted by Lanyon Staff on 04/11/2016

If you’ve attended an event, or even walked around any street recently, it’s a safe bet you saw a lot of folks walking around with their heads down, eyes trained on their smartphones, thumbs busily scrolling up and down their screens.

What’s so awesome about their phones? Most likely, they were engaged with an app. 


...read the original article here.


Dallas Business Journal — RealPage exec joins Lanyon as president, COO — March 2016

Posted by Lanyon Staff on 03/22/2016

Dallas Business Journal — RealPage exec joins Lanyon as president, COO — March 2016
Meetings, events and travel software company Lanyon has hired Dirk Wakeham as its president and chief operating officer.
Wakeham joins Dallas-based Lanyon from RealPage Inc. (Nasdaq: RP), a rental housing software business headquartered in Carrollton. During his five years as president of RealPage, Wakeham lead the company through an initial public offering and grew revenue to more than $300 million.

...read the original article here.


PREVIOUS   1|2|3|4|5|6|7|8|9 NEXT 
Mobile search icon Search