Virtual Events are a goldmine for collecting data, given that we now have the tech power to track consumer behaviour and response like never before. In fact, it’s now a problem of plenty- how do you sift through the volumes of data and find the most relevant points?
This article will tell you how to source, analyse and apply the learnings from the data you collect- so you can use it to refine your sales and marketing functions.
TYPES OF DATA YOU CAN GENERATE
All the possible data points can be broadly classified into two types
- Active Data is anything you ask the user for directly. This includes pre-event registration data (like Name, Email, Mobile, Work Info), surveys, and direct feedback response.
Filter the data generated before the event. (Such as through the pre-event registration form) For example, you may want to target a customer who falls within a specific income bracket or a customer of a specific gender.
- Passive Data is the data you gather from their digital interactions and engagements over the course of the Virtual event. This may be further divided into multiple categories and analysed-
- Demographic Data refers to age, location, marital, income, education, or employment, which may be collected actively or passively. It is advisable to collect this at the beginning of the registration process with compulsory data columns (Name, Mobile, Email, Employment) and non-compulsory data (Age, Location, Marital Status, Income, Education, etc)
- Psychographic Data includes the aspirations and motivations of your audience. It is recommended to collect this data as part of a pre-event engagement, survey or interaction where the audience is willing to share more information. You can collect data points along the lines of ‘What are your top 3 reasons for attending this event?’, ‘What are your expectations/outcome from this event?’
- Engagement Rate is determined by the depth of interaction with your virtual content, factored over time. For example, 24% participants spent an average of 5 minutes at the Networking Lounge. It gives you a clear picture of interactions or engagements drawing maximum participation.
- Heatmap is a powerful way to map the traffic flow, high-participation and high-interest zones in your Virtual event. It provides a snapshot of where and how they spend their time. This can be sourced directly from your Data Analytics tool and is an effective indicator of audience engagement.
- Digital Footprint is a tool to map the entire customer journey from start to end, literally following their footprints as they make their way through the event- from unique visitors to the site to touch-point participation, and more.
Notice customer patterns at the key event touchpoints. For example, the majority of event attendees may spend more time at a virtual photo booth than a virtual presentation. It can help you know the kinds of virtual interactions that you must have for your customers as per their preferences.
- Sentiment Analysis is used to ascertain their opinion of your event and the brand perception that has been formed through the virtual interactions. For example, you can send a feedback form to your customers. They can choose from responses like ‘’positive experience’’, ‘’neutral experience’’ and ‘’negative experience.’’
You can also know the customer sentiment through social media.It is a recommended practice to keep your social pages active and robust during the event, which will elicit more user-generated content and responses, allowing you to gauge the sentiment more accurately.
Platoo.in is one such platform that uses AI and ML-based networking to spot trends and direct guests to conversations/chat rooms that most suit their profile.
- Feedback, Surveys & Ratings once again, an active and passive way to generate data, this comes in handy for the larger picture. Using simple Google Forms or Sheets, you can create Feedback/Survey forms and offer incentives like Free/Discount Coupons, Lucky draws, etc. This is an opportune moment to ask them questions about the content, product and overall experience.
- Access Management in case of an event with VIP attendees or a focus area with limited guests, you can garner valuable information about the participation time, guest flow and feedback.
- Data based on the chat box: One mistake that many people do is ignoring the data in the event chat box. The public, group, and the exhibitor chat boxes can help you understand the types of conversations that your audience engages in and plan your future events accordingly.
A MARKETING TOOL YOU CANNOT AFFORD TO MISS!
Virtual Data Analytics Tools are indispensable tools to measure and optimize your marketing ROI and calculate the sales generated from investing in your Virtual Event.
Don’t just look at the data of one single event- take a look at the data generated and recurring patterns across multiple events. This will help you identify other customer trends, behaviours and feedback too.
It’s advisable to define the key performance metrics before your event, then measure it and recalibrate it so you have a razor-sharp and highly effective Virtual Event strategy in place!
SOURCING THE DATA
Data analytics from 3rd party apps are the most preferred source of data, thanks to their accuracy and authenticity. So it’s preferred to choose a Virtual Platform with 3rd party Data analytics app. Aventri and Google Analytics are examples of third-party analytics software.
Platoo.in is a Virtual Events platform with an inbuilt Google Analytics dashboard that gives you a comprehensive picture of the audience’s journey.