The Era of Personalization in Event Tech Is Finally Here
Photo Credit: Guests at the 2014 Media Evolution conference. With better data on what attendees do, events can improve marketing for future events and create compelling content. Flickr / Media Evolution
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Tools are finally emerging that empower event professionals with the insights they need to better understand how attendees operate at events and the value created for sponsors. It's about time, and these tools will only become more useful over time as event planners learn more about what makes their gatherings successful.
In just a matter of years, smartphones apps for events have become integral to both the event experience and sales efforts to bring in future attendees and sponsors.
The next step forward, however, involves new thinking about the power of data to reinvent how organizations plan events and market to their attendees.
Michael Balyasny, co-founder and CEO of event app provider Attendify, believes that increased personalization has the ability to not only improve how people experience events, by allowing more face-to-face connections, but empower meeting professionals with more powerful insights about creating value.
"Personalization and engagement data is really the key to where event tech is headed," said Balyasny. "If we look back historically, there's been no cost-effective, good way to capture engagement data from events. There were surveys and badge tracking and beacon technology, but mobile apps are much simpler. Attendees actually want to engage with them."
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