Example of performing a data integration test

Data integration: definition, advantages and examples in event management

Targeted use of data helps companies to make their marketing processes more efficient and to personalize communication effectively.

In the world of marketing, data is on everyone's lips and is often referred to as the “oil of the modern age”. From “Big Data” to “General Data Protection Regulation”, collecting, evaluating and integrating data in the marketing process is a prominent topic in companies and the press.

Definition: what does data integration mean?

With the help of data integration, data from various sources in the company is collected, centrally stored and evaluated.

Possible sources of customer information are, for example, marketing campaigns, correspondence from the sales department, various e-mail campaigns or often underestimated: events.

Often, however, the data is not yet brought together at a central point - the CRM software (CRM = Customer Relationship Management).

Some of them are slumbering unused in self-sufficient data silos. In order for the potential of data to be used effectively, it is essential to store and evaluate data centrally. Integrated software that maps all processes centrally is the solution.

You can also read our free e-book “Competitive advantage through CRM integration for events”.

Data integration: opportunities and challenges

Integrating data into marketing processes offers many opportunities. Because the more data is used, the more targeted the addressing of the target groups, and that leads to more efficiency.

However, companies also face challenges. Organizing data in a targeted manner is a complex matter. If you opt for data-driven marketing in principle, information from all corporate and marketing areas must be brought together centrally. Otherwise “you only drive at half speed” and rob yourself of your potential.

Data integration: advantages

Those who integrate their data, i.e. bring them together, gain a whole range of advantages:

  • Time saving: Instead of laboriously downloading information here and then uploading it again via detours (e.g. via Excel), all data is collected in one system, which leads to enormous time savings.
  • Cost cutting: Real-time marketing decisions based on data allow a more intelligent budget use and accordingly ensure an improved ROI.
  • Accuracy: The automation of various processes makes human actions redundant and ensures less susceptibility to errors. Changes are also saved centrally and can be viewed by all departments.
  • Security: The more data sources are traded (by humans), the more vulnerable the construct as a whole is. A central platform reduces the flow of data and prevents errors.
  • Ability to act: A system with current data allows quick and accurate action.
  • Productivity: Once set up, data integration runs in the background and relieves account management. This can focus fully on the content of the marketing or the event.
  • Analysis: Action strategies can be developed from the evaluation of data and ultimately competitive advantages can be generated.

Efficient data handling usually only works with the support of suitable software. This should be tailored exactly to the individual requirements. The mass of information has to be stored and put into meaningful context. Corresponding analyzes generate action strategies for the future.

Tip: A lot of valuable data is also generated in the context of events. Use them effectively to achieve marketing goals!

Anyone who has integrated events into their marketing mix asks themselves the question: How does the data integration of events succeed and how do you benefit from it?

Data integration: examples in event management

Without a central system for data handling, event management remains largely manual work. This leads to a high expenditure of time, because data from many different sources has to be dealt with.

In principle, every touchpoint at which an organizer contacts a participant represents a data point. This applies before and at the event as well as after the event.

An “attendee journey” shows that the participant comes into contact with the organizer at numerous points. From sending the invitation by email and online registration to reminders and event check-in to attending various sessions and the evening event.

Tip: View the history of all participants after the event. In this way, patterns can be recognized and insights gained that you can incorporate into the conception of future events.

Where does the data come from and how do you use it effectively?

Data from email campaigns

Mailings are the standard in event communication. Here you should at least evaluate the respective opening and click rates. In the context of A / B tests (for example a variant with little text with a lot of images versus a variant with only text) it can also be found out which variant delivers the better performance. If you analyze the interests of the participants precisely, a personalized approach is also possible. In this way, action strategies for the future can be derived.

In our free e-book “Personalization of Events” you can read how you can achieve higher registration numbers with individual content or attract more VIPs to your events.

Event registration data

When a single participant registers for an event, a series of valuable data is generated that can be used efficiently.

  • contact details
  • Function / position in the company
  • Information about the company (e.g. industry)
  • Interests (e.g. registration for workshops, lectures, etc.)
  • Participant budget (for which program items has the participant registered?)
  • Behavior in the registration process (invitation opened? When registered?)
  • Travel requests

The data obtained can in turn be used to personalize further participant correspondence. For example, lower no-show rates are achieved.

Another example of personalization: Every participant who specifies a different company location than the venue when registering for the event online could automatically receive an email with hotel suggestions.

The participant can also benefit from the integration of data. Especially for recurring events, forms can be pre-filled based on previous entries. This saves the participant a lot of time and increases the likelihood of registration.

Tip: Integration enables automation. Set up automatic "if-then processes" and communicate quickly and purposefully with your participants.

Data from the "Attendee Journey"

Another important aspect is the analysis of which program items the participant actually took part in. From this it is very easy to derive statements about interests and the participant budget.

The data obtained can then in turn be used specifically for future e-mail campaigns or the program and pricing of the next event.

Conclusion

The targeted use of data helps companies to make their marketing processes more efficient and to personalize communication effectively. Due to the large amount of data at events, it is advisable to use event registration software that is linked to a CRM system. This aggregates data from all sources and prepares it in such a way that it can be used in the various departments of the company.

Those who do without error-prone work with various Excel tables benefit from a more efficient way of working and can concentrate on the essentials. An integrated participant management solution like the one from doo optimizes the organizational process and generates easier event-ROI-positive events. It also simplifies the planning and implementation of high-quality events when the event manager can concentrate on the essentials.

Elisabeth Treffler is Digital Marketing Manager and takes care of operational marketing tasks, such as looking after the doo blog, social media accounts and the newsletter. As a former event manager, she knows the industry very well and can therefore optimally contribute her practical knowledge to marketing.