Four Easy Steps To Make Your Registration Data Work For You

June 7, 2017

Throughout the registration process of an event, show management has the opportunity to collect an incredible amount of data about their show’s attendees. This data – registration and attendance patterns, demographics, region and registration classification – is a rich source of information.

Taking data and making it work for you is about more than just capturing information. Data needs to be analyzed and used to produce a successful event. 

With so much data available, making decisions about what to do with it can be a daunting challenge. Where do you begin?

Before you can create and implement a data strategy, partner with a registration company that goes beyond data collection. A great partner provides advice, offers data analysis tools, and provides user-friendly reports that help you with the following steps:

1.  Determine your event goals 

Deciding what you want to do with the data is the first step in developing a solid data strategy. Before diving too deep into the mechanics of data collection, decide what event problems you want to solve or enhanced value you are looking to create. Are your goals to create new sessions, develop new content or increase traffic in your expo hall? With this information, decisions can be made on the category and timeframe of data needed to fulfill these event goals.

2.  Identify and consolidate your data and its sources

Identify all the pieces of data you need and where each data element lives, typically in membership or CRM systems, registration company databases or with housing vendors. Evaluate each system for its potential reporting, analytics and marketing capabilities, and then consolidate the data for easier analysis. By integrating and consolidating data, you will see and understand attendees and their behavior. 

3.  Analyze your data 

Having a flexible analytics tool is necessary in order to interpret your consolidated data. Analyzing broad-based attendee behavior provides more than just a marketing benefit. The information can also be used for your event planning decisions and to provide a rich event experience for your attendees. Data analytics can help identify your next venue, evaluate sessions and conferences to draw more attendees, assist with exhibitor sales and attendee marketing, and find sponsorship opportunities. 

4.  Personalize your marketing campaigns 

Personalization helps create a deeper connection with your target audience and is the foundation of a successful event. Identify attendee attributes and habits such as attendance history, purchasing power, location and educational objectives. Then, design targeted marketing campaigns around those specific interests. For example, from your data, you learn that a segment of attendees with high purchasing power registered for a particular session. Use this information to create a targeted campaign to upsell a related session to that segment. 

Creating a comprehensive data strategy allows you to use the information collected to create strategies and achieve your event goals. Most important, a comprehensive data strategy and effective analysis help you evaluate ways to increase attendance and exhibitor ROI through an enhanced event experience. 

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact