Segment audiences based on event engagement to collect data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 17, 2021, 2:06 AM GMT+0

For hybrid events, evaluating in-person and virtual data differently can help accurately measure engagement levels.

Brands must understand and categorise their data collection before, during and after the event, to gather insights about prospects and inform marketing decisions. Classify audience segments by interests and demographics to create relevant content before the event.

Segment data based on attendance and engagement during the event, and track engagement levels, survey replies, event cost, income, and ROI after the event. Marketers must ask the right questions during the registration process and work with sales teams to obtain the correct data.

To streamline the event process, make sense of data, and demonstrate ROI, the marketing operations, sales, and event marketing teams should collaborate. Work with a tech platform to analyse data for hybrid events and use a single platform to collect engagement scores for a reporting framework.

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