Virtual and hybrid events produce a lot of data: do we collect them properly?

How virtual and hybrid events are changing the game

virtual events are a hot topic within the meeting and event industry. They’re touted as a way to address the needs of both engaged audiences and the bottom line—and they’re starting to deliver on that promise. However, it’s becoming clear that virtual meetings aren’t going to change the industry overnight, with some major challenges still standing in their way. One of the biggest obstacles is a lack of data management tools, especially for those that combine online and offline elements. Event planners have to be able to access all of their data in a single system so that they can make smart decisions about their next steps. Given how new virtual meetings are, there are few systems out there that are robust enough to meet this need.

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The data conundrum

Spurred on by the advancements in technology, event organizers are now able to use virtual technologies for live streaming, webinars, award shows, etc. In fact, virtual events are becoming some of the most popular ways to engage audiences across the world. They promise convenience for many attendees and present a cost-effective solution for organizers. And of course, they allow organizers to make their events more accessible to those who may not be able to physically attend. However, compared to traditional in-person events, managing the data collected at virtual and hybrid events is much more challenging. With hybrid events, it is often particularlydifficult to collect basic data such as attendee demographics or session views. Even worse, most of the data that is collected cannot be easily leveraged to enhance future engagement efforts or improve overall event experience. This means that event planners are unable to provide actionable suggestions that could help attendees from a technical point of view, make them feel more welcomed during real-time engagement activities, or entice new users to attend future events.

Moreover, virtual events include additional touchpoints such as social media and chatbots which result in additional data being collected. The ability to decipher this data is crucial for event planners to keep tabs on what is happening during their events.
Having all of this data at your fingertips can be overwhelming when you are trying to manage other aspects of the event.

What event planners want

Event planners are looking for tools that will allow them to measure engagement and build personal relationships with their attendees. They want data that is better than what they can get from a survey or event app, so that they can develop strategies for future events. The goal is to provide value-added services by using the collected data as an opportunity for deeper insight into what attendees need and want from an event—what information is relevant to them, what products or services should be provided to make their experience at the next event better, etc.

What our future may look like

The success of any virtual or hybrid event is largely dependent on the quality of the data that’s collected about attendees. The data must be analyzed and used to inform follow-up campaigns, future events, and other aspects of the event planning process. In order to do this, the data has to be high-quality—but as many event planners already know, collecting and analyzing such data can be extremely difficult.

It’s common for event planners to use forms or surveys designed for in-person events, which can prove ineffective when it comes to receiving high-quality data from virtual or hybrid events. Surveys are often long, which can make them tedious for attendees. And while they might have been useful in person, long surveys might not work well online because respondents are prone to abandoning them before they’re completed. Thus, it’s best to keep surveys short and focused on specific topics.
From a planning perspective, it’s also crucial to have a good system in place before an event begins. A solid platform is necessary; one that will track analytics and provide useful information about attendee behavior. It should also be able to collect qualitative feedback (in addition to quantitative feedback) so that planners can use that information to improve future events.

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