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