As a rule, customer insights have always been based on data - sheets of digits, all representing a facet of the prospective and existing client base’s personality. The downfall of this approach has always been the impersonal nature of the system itself. Numbers don’t allow room for shades of grey, subtle differences in opinion, or unique insights - a limitation which requires assistance. Increasingly however, event organizers are utilizing opinion surveys, social media, mobile apps, and many other tools to learn out the personalities of attendees. This enables events to be more appropriately angled to the preferences of attendees and a far more memorable experience all round, as a result. The upside of this is that memorable experiences lead to word-of-mouth popularity, building exposure and future successes for your event. It’s not enough to use just one or the other either - they work best as two independent sections of a combined approach to understanding as much about attendees as possible and using that knowledge to give them what they need. Dataops.co has managed to reduce the differences between data and intelligence into a simple and relatable statement: “Business Intelligence helps find answers to questions you know. Big Data helps you find the questions you don’t know you want to ask.” Clearly, the ideal scenario is a combination of the two, weighted appropriately to best serve the individual event organizer’s demographic.