Attendee tracking tech isn’t new. Tracking the attendee journey through technology isn’t new. The problem is that most event marketers don’t what to do with the attendee tracking data.
Hand to heart, do you actually know what you do with it once the event is over?
Or is the data buried in excel spreadsheets & CSV files on your computer?
The truth is, attendee data is the most valuable asset for you as an event organizer.
It’s a fact that event data help you unveil the attendee’s journey throughout your event. Attendee data is useful in understanding the expectations of the attendees & their actions. And that data is helpful in personalizing future events.
In this post, we’ll explore the various types of attendee data, what you can collect and how to use tracking technology.
Collect Attendee Tracking Data Pre-Event
The attendee journey begins at the moment someone learns about your event. Your pre-event communication, your event website & event marketing need to be effective enough to captivate your audience. Once you get them to your event site, you need them to register.
The registration is the part where you can collect the most information. Our friends at Swoogo created a nice article with all the essential event registration questions you should ask. You can then use that data to further improve the attendees’ event experience.
Very often, the attendee journey is not linear. If you track what happens between the first event site visit and registration, you can find really good gems that help you personalize the experience.
Did someone spend a long time checking out a certain speaker page or session? Well, great – maybe you should use that data to personalize any follow-up communication. If you already know what your attendees’ preferences are, you can send targeted messages, guide them to the right sessions, or simply suggest exhibitors to them.
Let’s move to the exciting on-site part.
What Data Points Should I Be Tracking?
You already know there is plenty of fish out there when it comes to attendee tracking technology. But before you decide on any particular technology, decide what information you want to gather.
Ask yourself how the data help can help you in making better decisions for future events.
Using the right data and then leveraging that data in your event marketing can yield much better results.
Remember, personalization is KEY.
Below are some examples of attendee data you can track:
- Demographics (typically from your event registration data or enrichment tools)
- Social Media Details
- Live Heat Maps (more quantitative than qualitative)
- Session attendance tracking
- Booth visits
- Visit duration
- Check-in & check-out data
- Booth bounce rates
It’s the ability to understand the attendee’s behavior that provides real-time insights into their preferences about the event.
- What is someone’s journey throughout an event?
- Where do they prefer to spend most of their time while at the event?
- Which booth area attracts the most footfall?
- Which keynote sessions have the most engagement?
- Do certain booth activities during an event effect booth visits?
If you collect some or all of the above, imagine how you can now further personalize your communication.
What Are The Benefits Of Attendee Tracking Data?
Although very valuable for logistics, just tracking an attendee’s check-in and check-out doesn’t make the marketer happy.
Event marketers want to learn about engagement and they want to learn about event journeys & dwell times.
Once you have that data, you can:
- Enhance your future events
- Improve the event quality
- Improve the logistics
- Create a more personalized event experience
- Help exhibitors connect with attendees
- Cross-sell & Up-sell
Events are competitive. If you have better data, create better experiences & enhance the ROI for attendees and exhibitors you can stand out and you can increase attendance. You can also reduce no-show and increase retention.
How Do I Choose Technology To Track Attendee Data?
Once you’ve set a goal for gathering attendee data, you should select the right technology.
There are various types of attendee tracking technology:
- Badge scanning technology
- Bluetooth Low Energy
- Near Field Communication (NFC)
- Attendee tracking in itself is not hard. The technology is there. The difficult part is to understand what to track and how to analyze the event data during & post-event.
- Attendee tracking starts with event registration. Make sure you nail the registrant questions and have systems in place to analyze visitor behavior.
- Understand why you’re collecting data in the first place. How does the data support your event objectives? How can event data improve the attendee experience?