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Why do you distinguish between historical and actionable data? Continue reading " />
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Enabling corporate event sponsors and managers to demonstrate success

Why do you distinguish between historical and actionable data?

Historical data is data that describes “what happened” at a particular event. It tells you things like how many people registered, how many people went to the keynote and how many people downloaded the product information. This data is often used in year-over-year comparisons and is useful for forecasting specific kinds of requirements like how much space you will need and how many meals to budget for. We characterize this kind of data as counting because you know how much, how many and when…

The problem is that historical generally doesn’t provide event sponsors and managers with insight into “what and why”.

Actionable data is data that gives managers the information that they need to change future outcomes… to create more effective events that deliver a greater contribution to the topline.

It is the kind of data that is necessary to improve the guest experience, not just document it. It’s the data necessary to guide the development of more valuable content, increase the number of leads and effectively change brand perceptions.

Gathering actionable data depends on asking questions about beliefs and intent, and being able to segment the answers across the key attendee groups.

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