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by Michael Shapiro | November 13, 2017

Attendify, a self-service app platform, has rolled out Audiences, a new data-management tool that's now available to clients via their central event dashboards. Audiences is the "missing link" that planners have been searching for, according to Attendify CEO and founder Michael Balyasny, helping them to harness and use the vast amounts of data available through an event app.
 
“The data coming out of mobile event apps is the richest engagement data available to a marketer or event planner," Balyasny said, "but until now, the event industry hasn’t been able to close the loop between collecting that data and actually using it in a profitable way.”
 
One apparent perk of the new platform is the power and flexibility Audiences offers in terms of filtering and search. Planners can filter attendees by a variety of factors, such as position and job functions, and then search not only via aspects of their profiles, such as personal info and location, but also across fields that reflect their behavior at the event or events: how they interacted with event content (what they viewed, favorited, rated or downloaded) and their social activity (what they posted, liked, commented on and how they voted in polls).
 
Thus the attendee profile visible via Audiences contains a lot of rich event-behavior data, which can then be exported directly to marketing and sales software such as Salesforce, Marketo, MailChimp and HubSpot.
 
Attendify's isn't the first app to offer integration to the likes of Salesforce and Marketo, but, explained Balyasny, the breadth of the data available from the app and the simplicity with which it can be searched, managed, filtered and exported puts Audiences in a new category. "There's been so much talk about a product like this in the industry for years now," he noted. "The reason we've been able to execute on this is because we've adhered to the self-service model. That's a core tenet of how we develop products, and it's given us that framework to build off of.
 
"I don't see any comparable products in the market," Balyasny contined. "We think that the way we've thought about and executed this platform gives us at least 18 months of runway before anybody else gets into this market with a comparable solution."
 
And Attendify has more tricks in store. Currently, Audiences can draw data from the event apps, as well as a number of different registration platforms — including Cvent, Etouches, Eventbrite and RegOnline — and other meetings-management platform integrations. But the company is pretty far along in developing its own registration platform, Balyasny confessed, which should be ready to launch in the first quarter of 2018. "We really want to capture data starting with the first click on an event website," he enthused. "We're creating our own registration system and web-tracking code, which is going to capture the full click-stream, from that initial visit on the website through registering and engaging with the app. So you'll have the entire attendee journey, and we think that's really powerful."
 
Balyasny added that a lot of registration providers will not share their data freely, which gives Attendify that much more motivation to develop their own ecosystem. "The integrations available to other vendors can be limited," he said, "and often have their own payment wall. We think that will change, but for now this is our best option."
 
As has been the case for Attendify's event apps, pricing for Audiences is transparent and available on their site. Plans begin at $250 per month, and scale up to $2,800 per month for a Premier level that includes the exporting capabilities to Salesforce,  Marketo and other platforms.
 
Attendify introduced the beta version of Audiences last month at IMEX America, and feedback was enthusiastic, according to Balyasny. While the company initially built Audiences to improve the event-planner experience, a number of planners were excited about tangential benefits. "They see this as an additional revenue stream for their events,” Balyasny said, "where they can offer the data to sponsors and exhibitors, either as part of existing packages or to upsell it. And that makes perfect logical sense.”