Trade Show Leaders Debate 'Who Owns the Data?'

July 19, 2021
UFI Connects - Data

Prompted by a previous panel with four digital event platform CEOs held June 10 during UFI, The Global Association for the Exhibition Industry’s European Conference, in which eyebrows were raised when it was mentioned that digital event platforms owned customer data, UFI hosted a new panel to debate the issue last week with five top trade show organizing companies.

Held July 15 online, the "Data Ownership an Organisers Perspectivepanel was moderated by trade show journalist Danica Tormohlen, with panelists Tarsus Group CEO Douglas Emslie, Emerald CEO Herve Sedky and Clarion Events’ Managing Director Lisa Hannant, who were live, and included pre-recorded comments from Reed Exhibitions CEO Hugh Jones and Informa CEO Charlie McCurdy.

It should come as no surprise that the panelists fervently disagreed that any digital event company owned customer data and that, in fact, the customers themselves own their own data and permit companies to use it in a safe and controlled manner.

“Customers own their data [and] they give us consent to use their data,” McCurdy said. “That’s unequivocal. That’s the law and that’s the practice that’s appropriate behavior.”

Emslie said when he heard the comments from the June 10 panel he was “stopped in his tracks.”

“This is the Amazon moment going in the bookstore," he said. "This is Facebook coming after the media companies 10 years ago. We should be very, very, clear here, the barbarians are at the gate.”

Hannant pointed out that when a customer signs up for any event connected to a trade show, whether it be a digital event, webinar or a live event, they may be actually interacting with several third-party suppliers, but they believe the organizer is protecting the data at the end of the day.

She emphasized that organizers need to understand it is about "reputation and trust" when it comes to handling customer’s data.

Sedky said there was a “need to educate our industry and our customers.” He added that that UFI and the Society of Independent Show Organizers are doing a good job, especially because not every organizer has the ability to “dive into the detail that’s required.”

He also suggested that companies need to make sure they have internal expertise on data and privacy.

“It’s really important that we surround ourselves with people that understand this much better than we do,” he added.

Transparency is key on how the customer’s data is being utilized and protected, Emslie said, adding, “You can’t just write a blank check on data.”

Emslie also pointed out that investments by companies such as LinkedIn in digital platforms like Hopin should be seen as a direct threat to the exhibition industry, as well as venture capitalist investment in digital event platforms.

“VC is interested in the very short-term, (but) what really happens in the long term?” he asked.

Jones said that organizers are able to see the "world of wonder" that data represents, however, “we as an industry have not established a joint understanding of what to do with customer’s data, what’s appropriate and what are the standards for data ownership and security. We are still in testing mode.”

To further highlight this issue and raise more overall awareness in the exhibition industry around data ownership and protection, UFI and SISO will be sponsoring a whitepaper made available in the near future.

“We’re only one data breach away from disaster in our industry,” Emslie said.

The link to the full recording of ‘Data Ownership an Organisers Perspective’ from UFI Connects can be found HERE.

Add new comment

Partner Voices
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