Event Insight 101:

Using Attendee Data to Enhance

Your Marketing Messages

Suzanne Carawan, VP Global Marketing

• Demographics

• Psychographics

• Firmographics

• Integrated

• Brings over all event data into Silverpop database and relational tables

• # Comments

• Times Attended

• # Posts to

discussions/blog

s

• # Referrals

• # Click throughs

• # Opens

• # Submitted

help tickets

• # Comments

• Times Attended

• # Posts to discussions/blogs

• # Referrals

• # Click throughs

• # Opens

• # Submitted help tickets

• Comprehensive,

often weighted

score, that is

used to

determine which

individuals are

most active in

your

organization or

product or event

• Transactions

($, frequency,

duration, periodicity)

= engagement

score

1) Decide your engagement metrics

2) Decide your scoring system

3) Total your scores into one aggregate score

4) Graph the score

5) Measure the increase/decrease in slope

6) Hope to see increase! If not, fix mix!

• Greater weight based on:

• Monetary criteria

• Clout/ level of influence

• Number of connections/followers/years of

service

• Source of engagement

• Decide what is the right

engagement score mix for your organization

How Do We Increase Engagement?

• Behavioral-based

• How you act, quality of actions

• Level of impact

• Level of energy, enthusiasm

• Level of advocacy/belief

• Greater weight based on:

• Monetary criteria

• Clout/ level of influence

• Number of connections/followers/years of service

• Source of engagement

• New Spicier Sauce: Decide what is the right

engagement score mix for your organization

• Comprehensive,

often weighted

score, that is

used to

determine which

individuals are

most active in

your

organization or

product or event

• Transactions

($, frequency,

duration, periodicity)

+

behavioral metrics

= engagement

score

Ideal

• Increases as a marketing and sales tool are on

the rise and projections just getting bigger

• Social media & access to information

increases demand for face to face

• Emphasis of SoLoMo (Social, Local, Mobile)

increases the number of events

• Marketers’ dream:

• Content

• Demographics, psychographics

• Transactions

• Isolated population to study

• Multichannel opportunities

• Actionable

• Measurable

• Multi-touchpoint

From MPI

• EVERYTHING!

• Formats (virtual vs. f2f, one2one, speed

networking, slow vs fast, pecha kucha,

hybrid, pods…)

• Technology

• Focused on experience

• Blending of worlds (SXSW….)

• Starting to be run like a marketing campaign

• Longer periods of time to measure

• Multiple events within an “event campaign”

• Changing metrics for ROI

• Webinars & Webinar Archives

• Livestream & Video Archives

• Virtual Tradeshows

• Virtual Learning Centers

• Tweet Ups/Tweetchats

• Google Hangouts

• Private Social Network Events

• Event Parties/Pods

• Elicit emotion for upcoming f2f

• Topic Continuity

• Time/place for follow-up conversation following

reflection

• Create more content that can be easily

packaged and used for additional marketing

The Long Tail

• Greater Impact

• Greater Insight

• Greater Engagement