Is Data the New Currency?


How Can You Get Your Delegates to Interact with Data Touch Points?

Know you need to collect data but worried your delegates won’t like being data-mined?

Other marketing channels, such as social media, PR and marketing have really sophisticated ways of measuring data about the success of their campaigns. So why should events be left behind and miss out on a piece of the marketing budget?

With a little know-how, it’s easy to make your event a data goldmine and to gather really useful stats that could impress your client, your CEO and your accountants department.


What data can I gather?

Using some simple event tech, you can gather data about satisfaction levels, attendee numbers, engagement levels, session attendance, length of stay and footfall around the event amongst loads of other great data sets. All of these stats can be a huge help when it comes to demonstrating ROI.

The team at Noodle Live have been gathering live data at events for over 5 years using RFID name badges and event apps. We’ve helped demonstrate everything from the number of sales leads generated to numbers of delegates educated about your new product or simple numbers of attendees.

But data gathering can’t be a one way street. To get the best results, you need to make sure you’re delegates are getting something in return too. That’s where the concept of data currency comes in.


What is data currency?

How do Facebook and Instagram make their money? Why do they offer their services to millions of people around the world entirely free?

Well, in reality – it’s not free for you to use. You pay for it using your data. Every time you log in and every time you upload a post, Facebook and Instagram are gathering valuable data about you, your life and the way you interact. They can then monetise this information and provide you with the service for free.

It’s not just Facebook either! Every time you sign up for ‘free’ wifi in a café and provide your email address in exchange, you’ve just engaged in data currency. You’re willing to have your data over because you’re getting something in return. It’s a two way street and can be a win-win.  

The same principle can be applied to data gathering at events.


What can I offer in return for event data?

So, you want to gather data, you know you need to offer your delegates something to encourage them to interact – but what on earth do you offer?

How about offering instantly downloadable session notes as soon as someone signs in for a session? If you want people to fill in a quick satisfaction survey about the session they attended, why not offer them the speaker’s contact and profile details in return?

Exhibitors can offer special offers and promotions to those who leave their contact details as potential leads. They increase lead generation and delegates enjoy 20% off their next booking. Great!

Digital information points at your event can help generate data about the questions people need answers to, and in return, delegates get fast and effective access to timetables and venue maps.


How do I get started?

The fastest and most effective way to start gathering data is to use an event tech package. Look for an event tech provider who is able to work with you to create a tech package that is designed with your event and the data you want to gather in mind and then ask them for help coming up with incentives.  

If you want to know about data gathering and data currency for events, you can download a free ebook from the Noodle Live website. It covers everything from the types of data you can gather to making sure you’re GDPR ready.

Pride & Equality: Can the Events Industry do More?

In The Episode

How Events Professionals and Pride Organisers Can Collaborate for Everyone's Benefit

Steve Taylor, from the European Pride Organisers Association, spoke to us about what it takes to create a Pride event and how events professionals and pride organisers can better pool their expertise and dedication to make better events.

This month is also LGBT history month and 2018 is the 70th anniversary of the rainbow flag.


The Hire Space Gender Equality Charter

We learn about the Gender Equality Charter being created by the team here at Hire Space. Equal opportunities are still a problem higher up within the events industry and with recent high profile cases of sexual harassment and misogyny at events like the Presidents Club Dinner and the ICE Gaming Conference, it's clear that there is work to be done to improve equality in the events industry.

With Hire Space's Gender Equality Charter being put into place, and many events professionals discussing the matter, including Samme Allen and Helen Moon, we hope to see the industry make further positive steps on the issue.

This month marks 100 years since The Representation of the People Act received Royal Assent on February 6th 1918. This historic act gave women over 30 (who met certain property qualifications) the right to vote. The same act also extended the franchise to men of all classes over the age of 21.


Coming Up

We're hoping to speak to Selina Donald from the creative agency, The Bulb to find out more about what it takes to create sustainable events and the future of sustainability in this industry.

Follow The Podcast

To keep up with the latest EventLAB news, follow us on Twitter and Instagram.

If you have a question or topic you'd like us to discuss or you're an events professional interested in appearing on the show, you can get in touch with us via email: Eventlab@hirespace.com

The EventLAB podcast is brought to you by Hire Space, the UK's leading venue-booking platform.

EventLAB Podcast: Wellbeing Special

Welcome to the EventLAB Podcast, your window into the events conversation.

I’m your host, George Barker, and along with the EventLAB team, we’ll be bringing you a regular inside look at the events industry:

We’ll have the latest news.

Interviews with events professionals.

Practical advice on making modern events.

And we’ll make sure you’re up to speed with the major talking points from the UK events industry.

Our first episode will be going up soon, but first, we wanted to bring you a special recording of the talk “Practical Steps for Improving Mental Health and Wellness in the Events Industry” recorded in the Hire Space offices.

With events organiser ranking as one of the top five most stressful jobs of 2017, we sat down with four events and wellness experts to discuss actionable steps for improving mental wellbeing in the workplace.

On our panel we had:

Helen MoonCo-Founder of Eventwell

Mark Maher, Events Director at Boulevard Events

Laila Datoo, COO at Last Word Media

James Routledge, Founder of Sanctus

You can follow the conversation on our Twitter or the EventLAB Instagram

If you have any questions you'd like us to address on the show, don't hesitate to message us on twitter or email them to us at emily@hirespace.com.

Subscribe to the EventLAB Podcast on Itunes

EventLAB is brought to you by Hire Space, the UK's leading venue booking platform.