Big Data has been described as being “the accumulation, storage and manipulation” of very large data sets, and has been a steadily growing trend in the event marketing industry in 2016. Jan Sysmans, DoubleDutch’s Head of International Marketing, believes that the use of big data will replace the industry’s reliance on anecdotal evidence alone. Marketer’s decision-making changed completely when web marketing, email, and digital advertisements became commonplace. Another change is due with the digitization of the event marketing industry, granting marketers access to a wealth of deep data resources.
Sysmans also believes that laptop usage will decline in favour of mobile devices, paper handouts will be increasingly phased out by digital content, and an increase in useful data being collected through techniques such as polling, sentiment analysis, and “real time lead and contact scanning”. Additionally, attendees have shown an interest in actively participating in events, allowing them to mould the event to their liking. Liz King, the Chief Event Specialist of Liz King Events also predicts a big focus on data collection as planners gain experience and skill with accessing and successfully channelling big data. “I’m excited to see how planners will embrace big data and all the changes we’ll see at our events because of it.”
Zeta Interactive CEO, David Steinberg believes that big data’s event evolution throughout 2016 and the years to come will include five main areas of improvement. The first of these is the unification of databases into one highly efficient, user friendly combination of transactional and predictive data. He believes that the next logical step will be the need for real-time data streaming from an array of devices, along with a method of harnessing and actioning them in real time to streamline the process and deliver an exceptional experience for attendees. Steinberg also predicts the rapid adoption of increasingly available and accessible machine learning tools, many of which are already gaining momentum. He also believes in the increased popularity and advantages associated with the Internet of Things (IoT), as well as the re emergence of meta- and master-data with the aim of improving usability and security.
Experts and industry insiders tend to agree that 2016 is a big year for the adoption of big data technologies and techniques, which will revolutionise the event marketing industry and lead to even more impressive, popular events.