The Center for Exhibition Industry Research has released two reports studying the use of data-analytics practices. The first report, Use of Analytics by Today's Business-to-Business Exhibition Organizers, documents overall trends, and the second report, The Roads Traveled to Data-Driven Decision-Making, offers 12 case studies. The goal of the studies are to evaluate how organizers are using data analytics to deliver results when it comes to growing their events, determining how to market to attendees, and boosting exhibitor sales and operations.
Some of the top findings from the studies include:
• 68 percent of surveyed organizers are engaging, or will engage, in data analytics within a year.
• Two-thirds of organizers work with data sets of 100,000 or fewer records, which does not meet the definition of "big data."
• Most respondents use analytics to support decision-making for attendee marketing and exhibitor sales efforts.