Sage-Like Advice
What a great privilege. Here I am, new to this side of the events world and already addressing its movers and shakers, fortunately on a subject that I know very well from years spent with Dell Computers, SAGE Software and most recently as MD at AccessPlus Computer Business Forms. Data, its management and effective use, is my business.
Last month Ted spoke about the value of good data in these times of change and the need to ensure that databases are not only cleaned but revisited. He hit the nail on the head, and I make no apologies for expanding on his advice.
Following every event, there’s a ‘wash-up’ that looks at the good as well as the not so good, and in my view, close to the top of the list should be analysis of the post show data. While I am sure that the best marketers do make a thorough line by line inspection, the question lingers whether it is done quickly enough or with enough insight to influence next year’s planning and whether externally created incisive reports by data professionals might make a difference?
While assessing ROI on an ad campaign and conversion rates of the latest viral email are of course very important, examining visitor demographics, I suggest, is even more so. Who really is attending your shows, which target audience groups are motivated to turn up? Are they the buyers and specifiers that the event is aimed at and if so, which other hitherto untapped segments might be a ‘match’ and increase the audience universe?
With exponential growth in computing power matched by the software development for data profiling, savvy event organisers should not hesitate in dumping the annual ‘non-attendees’ that clog up databases. In addition while they are identifying new data sources to top up successful segments, they should also be using advanced profiling and matching tools to spot potential new ones.
Overall the UK market for data quality software grew by 18% last year, an indication of the growing importance placed on quality data. With data being such an integral part of the events business, I feel at home already and look forward to working closely with everyone whose aim is to glean more from these hidden, but hugely valuable assets.
Fergus McGoldrick, Melville Data Services (formerly CTS), Managing Director
Meet Fergus on the Melville Data Services stand G101 at
International Confex 2009 at Earls Court from 24 - 26 February.
