Making Sense of Your Matchmaking Data the Right Way

We live in a world dominated by data. Event organizers rely on data to assess an event’s success, and sponsors and exhibitors use data to determine whether spending precious marketing dollars at an event is worth it. Even event attendees hunger for data in their own way; their lives are saturated with information, so they rely on you to rise above the background noise and provide them only with the information they need.

This means event professionals need to collect and use data to communicate better with exhibitors and attendees to figure out if they’re going in the right direction, and more importantly, to sell more.

Unfortunately, that’s easier said than done. Data is everywhere. The key is knowing how to collect it, how to analyze it, and finally, how to use it. Here are a few common mistakes with the way people traditionally collect and use events data.

Taking too much time deciding what data to collect

 Innovations come out an almost daily basis to make events measurable. While that certainly makes your job easier, some organizations make the mistake of taking too long to decide which data to collect. Collecting data for the sake of collecting data isn’t practical, but neither is getting bogged down with decisions over what information to gather. Finding a balance between decisiveness and practicality is what organizers should aim for.

Not knowing what to do with metrics

 Metrics are a big deal in the event industry, where exhibitors and organizers are used to reporting everything from the number of people at an event, to something as mundane as the number of people who prefer bagels over cupcakes.

The mistake most people make is simply citing metrics without thinking of what decisions will result from knowing that data. Ask yourself what these metrics mean. If you don’t have an answer, you probably don’t need it.

 Going in blind                                                      

 Every event has to be driven by a goal. Whether it’s to sell a product or service, or raise awareness for a cause or mission, your event must have a clearly defined purpose. Don’t make the make the mistake of looking at data without knowing what goals will guide you—that’s akin to going in blind.

This brings us to our next point…

Not knowing what to focus on

 Goals are important because they let you know what data to focus on. You’ve probably experienced going over a particular key performance indicator (KPI), only to realize later on that you don’t need it. This is often the result of not being fully aware of the objectives behind certain metrics, insights, and KPIs at your events.

The bottom line? Events aren’t the same as they used to be. Expectations are higher, there’s more information to track, and both exhibitors and attendees want more from the event experience. At the heart of it all is data. Knowing how to collect and use information will play a pivotal role in evaluating the success of an event, and planning for future events.


Not sure how you can make the most of your event data? Now you can chat with our squad of event data experts, ask targeted questions about your event needs and get real answers. All for free!