Putting Your Event Data to Work, with Matt Grant of Impact XM
Whether it be a live, in-person or a hybrid event, we all look for key indicators and metrics of success to support our event and content strategies.
At this year’s Experiential Marketing Summit, The Scoop took a deep dive with Matthew Grant, VP of Live + Digital Production and Technology at Impact XM, to discuss all things data and how we can use metrics to reveal insights to improve our events.
- Align the appropriate teams and partners: Collecting and analyzing data reaches beyond just a marketing team. In many instances, it includes an IT team and a team of data analysts as well. When we pull in all relevant stakeholders, it makes the process more collaborative. When everyone has a role and understands the goals and execution, they’re more willing to participate and you get better outcomes.
- Think Big: Think about your entire program and not just the tactics. When you take a more comprehensive approach and consider all aspects from point A to point B, you’re likely to gain more insights from your data that are useful to inform future events and marketing strategies.
- Understand your needs and tools prior to the event: Events spin-off tremendous amounts of data and having control over that data is key. Understanding what data tools you have, how they integrate and work together should be part of your onsite plan.