Study Finds 88% of Event Marketers Putting Increased Focus on Event Data

New research ranks use of technology for reporting and analytics as most important

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Jan 30, 2017, 12:05 ET

NORWALK, Conn., Jan 30, 2017 /PRNewswire/ -- According to the 2017 Event Technology Engagement Study, fielded by The Event Marketing Institute in partnership with leading event technology provider Cvent, event professionals are prioritizing the need to collect data throughout the event lifecycle (pre, during, and post event), as well as gather data that can analyzed to enhance the attendee experience.

"The findings of the study reinforce what is firmly believed in the industry," says Event Marketing Institute head of research Michael Hughes. "Marketers know that the data provided by event technology can help the planner better analyze data and enhance the attendee experience."

Findings of the study include:

88% respondents say capturing data is critical or very important to their events.
Event marketers say the most important use of event technology is for reporting and analytics.
A majority of event marketers and meeting planners surveyed want increased innovation in two areas: ease of use and technology to enhance their reporting and analytics process.
Many of the trends impacting event technology are being driven by the increased usage of mobile devices by attendees.

Historically, events and meetings were seen as a qualitative industry, however the industry has evolved to rely more on quantitative data, analytics, highly specialized software, and digital media. Utilizing technology enables planners and marketers to generate and measure data in order to create events and meetings that help an organization capture data and insights to improve the attendee experience, better market the event, track ROI and assist with overall strategy and event planning.

The Event Technology Engagement Study executive summary can be found by visiting HERE.

ABOUT THE EVENT MARKETING INSTITUTE
The Event Marketing Institute serves the information needs of Fortune 1000 marketing departments and top marketing agencies—it is the only association of its kind in the world. The Institute provides such member companies as Microsoft, Boeing, Oracle, Coca-Cola, Toyota, HP and hundreds of others with comprehensive education, research and analysis related to event and experiential marketing. Learn more at eventmarketing.com.

ABOUT CVENT
Cvent, Inc. is a leading cloud-based enterprise event management company, with tens of thousands of customers and 2,500+ employees worldwide. Cvent offers software solutions to event planners for online event registration, venue selection, event management, mobile apps for events, email marketing, and web surveys. Cvent provides hoteliers with an integrated platform, enabling properties to increase group business demand through targeted advertising and improve conversion through proprietary demand management and business intelligence solutions. Cvent solutions optimize the entire event management value chain and have enabled clients around the world to manage hundreds of thousands of meetings and events. For more information, please visit cvent.com, or connect with us on Facebook, Twitter or LinkedIn.

Media Contact: Nicole Cimo, [email protected]

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SOURCE Event Marketing Institute