Virtual events provide event organizers with valuable customer data that can be used to future-proof their event portfolios. Collecting the right data at registration and through various engagement metrics allows organizers to understand attendee demographics, interests, and behaviors. This customer intelligence enables organizers to personalize messaging, showcase program impact to sponsors, and identify new markets. While virtual events are disruptive, those who leverage customer data to their advantage can differentiate their offerings and position themselves for success.

2. How Customer Intelligence Will
Future Proof Your Event Portfolio
Joe Colangelo
CEO & Co-Founder
Founder
Bear Analytics
@joecolangelo
Bear Analytics | www.BearAnalytics.com | hello@bearanalytics.com

3. A SPECIAL THANK YOU TO OUR SPONSORS

4. “Disrupted” is still the tone from the
marketplace TODAY:
1. Physical is still up the in air
2. Hybrid is likely the future….maybe
3. “Our exhibition and sponsorship revenues are in jeopardy going forward”
4. “We do not have a 2021 plan – trying to get through 2020”
5. Uncertain on attendee pricing and platform decisions

5. Your Audiences CRAVE:
NETWORKING LEARNING
ENGAGING DISCOVERY
Speaking with peers
Finding new partners, clients
Casual learning from peers
Playing with new products
Understanding best practices
Connecting with familiar faces
Hearing from industry leaders
Digging into topical research
Consume timely content
Identifying new innovations
Industry change agents
What is working/not working

6. Disruption has FORECED a Pivot.
And Pivoting is HARD.
SOURCE: Event Manager Blog
Bear Analytics | www.BearAnalytics.com | hello@bearanalytics.com

7. POLL: Who is currently considering or
has executed a virtual event?
1. Considering/Executed
2. Not Considering It
3. Not Sure

8. Bear Analytics | www.BearAnalytics.com | hello@bearanalytics.com
Disruption Breeds OPPORTUNITY.
https://www.carecloud.com/covid-19-practice-pulse/
Infrequent
Utilization
More
Frequent
Utilization
Pre-Covid 88% 12%
Post Covid
(projected) 37% 63%
Disruption in telemedicine is accelerating this industry
10 years in 10 months…

9. What Is Customer Intelligence?

10. Q: What Is Customer
Intelligence?
A: Understand your
customer’s needs,
wants, desires.
Attendees
Exhibitors
Sponsors
Speakers
Members

11. Customer Intelligence Starts with the Data: The
Opportunity is to Know Who Customer Is & What They
Want/Do
Demographics
Firmographics
Psychographics
Behavioral Data Transactional Data
WHO is participating as
individuals and organizations?
WHAT is their engagement
within your event?
WHY are they participating and WHAT do
they hope to achieve?
WHEN, WHERE and
HOW did they engage?
Personal ID
Information
WHO someone is. Email, Name,
Address, etc.

12. Your Virtual Event is PACKED with DATA!
Imagine All This Event
Tech COMBINED:
 Registration
 Beacon tracking
 Education scans
 Exhibition scans
 1x1 meetings app
 Guided app
experience
 What else?
o Sessions
o Exhibition Hall
o 1x1 Meeting Area
o Product Showcase
Cohesively
integrated event
experiences across
as little as ONE tech
platform.

13. Start Thinking of Data as a CURRENCY.
https://www.eventmanagerblog.com/virtual-event-pricing
Pricing a virtual offering is extremely
challenging… Virtual Price Point
Data Collected

14. Putting Data Collection Into Practice
Demographic | Firmographic Data:
Understand audience qualities at the individual and
organizational level.
Examples include:
o Age| Education level | Years in the industry
o Industry focus areas or areas of expertise
o Total employees | Annual revenue – bands of
o Organizational industry area or sector
Demographic
s
Firmographic
s
Psychographic
s
Behavioral
Data
Transactional
Data

15. Putting Data Collection Into Practice
Psychographic Data:
Understand the expectations behind your audience’s
participation.
Examples include:
o What are your goals for attending? [multi select list
o What do you hope to get out of this event
priority]
o Which aspects of this event are you most excited
by priority]
Demographic
s
Firmographic
s
Psychographic
s
Behavioral
Data
Transactional
Data

16. Putting Data Collection Into Practice
Behavioral Data:
Where did attendees spend their time and energy?
Metric examples include:
o What is the breakdown between programmatic,
participation?
o What sessions and tracks saw most engagement or
o Who are my top 10, 25, 50 exhibitors by lead
o What did engagement look like across hours, days,
Demographic
s
Firmographic
s
Psychographic
s
Behavioral
Data
Transactional
Data

17. Putting Data Collection Into Practice
Transactional Data:
What data can I use later on for marketing and
segmenting?
List exports examples include:
o Can I export each exhibitor’s lead data with
o Am I able to see an individual’s participation by
o Can I see the 1x1 meetings and requests that took
blinded for PII but contains
Demographic
s
Firmographic
s
Psychographic
s
Behavioral
Data
Transactional
Data

18. POLL: What is Your Organization’s Level
of Access to Your EVENT Data?
1. We got It
2. We can get if we want
3. It’s a struggle
4. No idea

19. How Does Customer Data Future
Proof Your Event?
What are the Opportunity Centers?

20. Organizations That KNOW Their
Customers Better….
The Common Thread:
• Build better
• Differentiate more efficiently
• Market and segment better -
• THRIVE when others are in
https://www.rootinfosol.com/how-coca-cola-uses-artificial-intelligence-to-
maintain-its-supremacy
Coca Cola using AI to
drive products that match
users' behaviors and
tastes.
https://www.ttec.com/articles/cirque-du-soleil-balances-art-and-science-
creativity
Cirque du Soleil uses
business intelligence to drive
performance consistency
and customer satisfaction

21. Virtual Events Are Your Best
Access to NEW MARKETS

22. 52 mins
the average session attendee stayed
for 85%+ of the session’s duration
2.0
The average participant took in 2
out of the 11 sessions
Show Sponsors the Impact from
their Program Investments
70%
70% of all registered individuals signed
into the virtual platform – on par with onsite
verification
Track 1 Track 2 Track 3 Track 4 Track 5 Track 6 Track 7 Track 8 Track 9
Track 10
10
Track 11
11
Track 1
Track 2
Track 3
Track 4
Track 5
Track 6
Track 7
Track 8
Track 9
Track 10
Track 11

23. More Thought Leadership Exposure =
Increased Sponsorship Potential

24. Personalize Messaging
for Your NEXT Event
Personalizing communications sets the
expectation of participation and a tailored
future attendee experience.
https://emailtech.co/email-templates/
Hi Stacy,
We’re excited to host you this year at our 2020 ACME Event.
As a loyal historical attendee, we look to you to continue to drive
the energy and enthusiasm our industry has.
Check out some of our key innovative sessions this year,
highlight new topics such as 3D printing, and cold fusion.
Cold Fusion101 – Let’s Power the World
3D Printing for the Non-Coffee Drinker

25. How To Get Started: Virtual Event Data
Do’s and Don’ts
You are limiting your event’s upside if
you’re not collecting the RIGHT data.

26. Virtual Event Data Do’s
1. Do collect as much reasonable data at registration
• Personal identifiable (name, email, address, mobile, etc.)
• Ask demographic, psychographic, firmographic questions
• Ensure your platform can export meaningful transactional data (reg
• Understand the engagement metrics you can expect to see (duration in
shares, etc.)
2. Do ask for a sample export of reporting during your virtual demos
• You want to see as much of the raw data as possible. The more you can
• .csv and Excel export are the bare minimum

27. Virtual Event Data Do’s
3. Do think about what your audience engagement looks like
• Ask yourself what metrics you’d like to know after the event happens? Marry your
measure.
• What are the personas of people you want to engage with your virtual event?
• Who is NOT in your F2F audience that may make sense for a virtual event –
students, YPs, ancillary industry players, international markets, other industry
verticals?
4. Do have a plan for reaching out to 2020 virtual first-timers for 2021 or your next
event
• What is your forward-looking path for engagement?
• What is the long tail on your content or engagement?

28. Virtual Event Data Don’ts
1. Don’t limit data at registration because you’re worried about
abandonment
• Registration doesn’t have to be painful to be effective.
• Collect the data to understand you audience – especially if your price
DATA IS THE CURRENCY!
2. Don’t keep your existing registration categories from F2F
• Keep it simple for your audience to differentiate the options.
• Make sure it’s clear what each level gains access to – pair it with
professional society.

29. Virtual Event Data Don’ts
3. Don’t keep all your content hidden
• Virtual offers the opportunity to tease and test the market – push out some content
feedback!
• Use testimonials from these speakers to tease what your audience can expect within
4. Don’t assume your loyal base will adopt virtual
• Loyalty cohorts are predominantly made up of senior level individuals, with longer
ever.
• Cultivate their experience for them – provide them with a dedicated concierge
most out of virtual.
• This is particularly important to buyer/seller trade show virtual events.

30. What Happens Next Year?

31. POLL: What does your 2021 major
event revenue forecast look like?
1. Higher than 2020
2. Even with 2020
3. Lower with 2020
4. No Forecast

32. How to Protect Future Events
(F2f | Virtual | Hybrid)
• Collect the right customer data - individuals and organizations
• Acquire all post-event data from all event tech platforms
• Craft the story of engagement to your audiences (attendees, exhibitors, sponsors,
speakers)
• Use aggregate event data to power exhibition & sponsorship value propositions next
year

33. Conclusions

34. Conclusions
o We’re in a period of massive disruption
o Audiences are craving the RIGHT kind of engagement
o Disruption = Opportunity
o Those who know their customers best are positioned to WIN
o Virtual allows event organizers to know more than ever
o That intelligence will power future event: strategy | experience | engagement |
revenues

35. Questions?
Joe Colangelo
CEO & Co-Founder
Founder
Bear Analytics
@joecolangelo
Email: joe@bearanalytics.com
Website: www.BearAnalytics.com
Phone: 703-782-5111

36. A SPECIAL THANK YOU TO OUR SPONSORS