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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Partner Voices
  MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.  At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:  Protecting Natural Resources  MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.  Committed to Community  Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.  MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.   Fostering Diversity & Inclusion  To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.  MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.