Currently, the ongoing COVID-19 pandemic has rendered the need for stay home restrictions and safe distancing measures. This has given rise to the use of online platforms especially when it comes to the interaction of large groups of people such as events. As technology continues to advance along with the possibility of an endemic, virtual and hybrid events in Singapore will become the norm and most likely continue to see an increase in prominence in the future.
No doubt, virtual and hybrid events bring about a myriad of benefits including greater convenience, accessibility and cost-savings. However, the best part about them is their ability to gather data with every event that is held. Having real-time tracking capabilities, comprehensive data reports and performance statistics is valuable information in our data-driven world. They can be leveraged to provide insight on completed events and serve as an opportunity to enhance future events. The key lies in understanding exactly how this data can be harnessed.
What Data to Collect?
When planning and marketing virtual and hybrid events in Singapore, the data collection process can begin at the start of planning and continue long after the event ends. This data can come from a variety of sources but most importantly, virtual event platforms themselves. Often, this data is based on customer relationship management (CRM) and marketing automation. Here are just some examples of information you should be collecting.
- Event registration and attendees
- Virtual event booths visited
- Questions asked in Q&A
- Time spent at a booth
- Speaker ratings
- Live polling rates
Maximising Data Collected
Contact information is just the beginning. It is more crucial to explore attendee engagement, from the moment they register to follow up feedback at the end of your event. By understanding how attendees interact with your event, insights are gained to help you improve future events along the way. Here’s how you can use the above data to transform your events for the better.
Understanding Attendee Behaviour
In every organisation, understanding your target audience and meeting their expectations is integral for success. They are after all, the ones supporting your business. You can learn more about your attendees by using virtual and hybrid event data. For example, collecting data on booths visited and time spent at each booth reveals audience interest. Charting weekly registrations allows you to discover current popular trends. You can even use a ticket type performance analysis to determine which ticket type works best for your events. Such data can help ensure that your next virtual event is specially catered to your target audience for improved interaction.
Enhance Attendee Experience
Think of yourself as a teacher conducting a lesson to a class full of students. The students’ reactions are qualitative feedback on your performance. Attentiveness, interest and alertness are indicative of good teaching performance. On the other hand, boredom, private conversation with friends and tiredness may signify otherwise. Virtual and hybrid event data acts in the same way with the difference being that you can collect quantitative data as well. Acquiring both qualitative and quantitative data such as live polling rates during live streaming can serve as an early indicator of audience engagement and alert you of potential changes you can be making during your virtual or hybrid event to enhance attendee experience.
Return on Investment (ROI) Management
Generally, most individuals tend to associate ROI with the profits they have earned. While this is a good starting point, it is also important to take your event goals into consideration. Before defining your event’s key performance indicators (KPI), focus on the goals you wish to achieve. When it comes to virtual and hybrid events in Singapore, objectives usually revolve around number of attendees and audience engagement. In fact, a research by Markletic has revealed that 85% of marketers considered attendee satisfaction as a success factor. A good virtual event platform will allow you to track such data points and provide you with the insight you require. You can then compare this information with your ROI goals to determine the success of your event and how you can further improve upon the next one.
As virtual event platforms in Singapore continue to evolve, more data can be acquired, revolutionising and elevating virtual events as we know it. It is vital to adopt an event management system capable of collecting such data and understanding how to leverage this information.