PCMA’s New BEAM Tool Will Help Event Professionals Analyze Data

June 18, 2019

Event professionals, organizations, hospitality providers and destination organizations now have a new way to gain holistic insights into industry trends and behaviors in the form of a new data analytics tool developed by PCMA.

Revealed at IMEX last month in Frankfurt, Germany, BEAM (Business Events Analytics/Metrics) is designed to provide a comprehensive view of the business events industry by leveraging a portfolio of data sources to better understand individuals, organizations and face-to-face events. The data will help predict behaviors of business events participants, which in turn can help professionals deliver a more strategic, engaging and relevant experience, according to PCMA officials.

“We wanted to create a unique product unlike any other in the marketplace to unleash the extraordinary power of data to advance research, identify industry trends and create predictive analytics that will guide business event professionals to make informed and strategic business decisions,” said Sherrif Karamat, PCMA president and CEO.

The product will serve various purposes, including:

·     Managing big data by organizing large, unstructured amounts of data that reveal patterns and trends, especially relating to human behavior and interactions

·     Events insights from all industries that participate in business events including technology, hospitality, venues and destinations

·     Industry insights that can be tailored to each BEAM participant’s needs

BEAM will also provide a data-hygiene process, allowing users to ensure their CRM data is not outdated, erroneous or redundant.

“This customized analytics engine is unique as it draws information from multiple data sources to provide the business events industry with exclusive insights and capabilities to explore data,” said Robert Haas, PCMA’s chief administrative officer, who is spearheading BEAM.

BEAM was developed by PCMA in partnership with Dallas-based data intelligence and marketing technology provider Infogroup, which will independently manage the data and analytics process to ensure the service meets data security and privacy standards.

BEAM participants will only have access to their own proprietary data, and PCMA will not have access to any data portfolio other than its own. In addition, any data intelligence or analytics generated by BEAM will not identify individual information.

“We are thrilled to partner with PCMA on this very important product,” said Don Welsh, president and CEO of Destinations International, which has signed on as PCMA’s marketing partner for BEAM. “This new tool will allow destination organizations to be smarter and have the ability to drive their own success.”

BEAM intelligence access will be granted on a 12-month rolling license. The product is in pre-sales mode and is slated to launch later this year. To learn more and to submit your interest, go here.


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Partner Voices

As event professionals and destinations adjust, adapt and evolve in these uncharted waters, it is imperative that substantial resources be put in place for all of the people responsible for planning and executing trade shows, expositions and conventions. An example is Mohegan Sun, which built an industry-leading, COVID-19 Resource Center with a combination of pictures from recently held successful events (the property reopened on May 1, 2020) along with several widely available and informative documents, such as an evolving operational framework: