Are you as sick of hearing about big data as I am? The decade’s biggest buzzword is definitely wearing on me, but not for the reason you might think. The truth is, big data is not the boogeyman everyone has made it out to be. You already have everything you need to make sense of your data without the help of an expensive consultant or a collection of complicated tools. And it all begins with keeping tabs on the information you can get from these five reports.
1. Exhibit Hall Floor Revenue & Costs Per Net Square Foot
Surprisingly, many organizations don’t have a solid way of tracking and reporting on these two basic statistics, but literally every decision you make should take this into account.
2. Exhibitor Profiles
Today you have access to much more information about your exhibitors, and you should be capturing information about their requirements, desired audience, event goals, order history and purchasing patterns, as well as any feedback you have from surveys and comments.
All of this should be compiled in one place to provide a clear picture of who your real exhibitors are and all your decisions around marketing, communications and programming should reference this information.
3. Exhibitor ROI & ROO
This idea has gotten a great deal of press lately, but there are problems in delivery as you, ultimately, can’t track what happens to leads generated at your event. Instead, think about this information in terms of Exhibitor ROO – Return on Opportunity.
What exposure did exhibitors get at your event, both paid and un-paid? Number of click-throughs on ads, page views, hall traffic, attendee profile, etc. –all wrapped up in one easy to read format!
You may not want to give prospective exhibitors everything you collect, but the expectation that you will provide some information along these lines is becoming standard.
4. Attendee Reports
These days, organizers have more information on attendees than ever before. Their profiles, their interests, their behaviors –it’s all there (and then some).
All of this should be compiled in one place to provide a clear picture of who your real attendees are and to help support decision-making for marketing, communications and programming.
5. Year over Year Pace Reporting
A simple but extremely powerful tool, pace reporting on attendee registration, exhibitor applications and attendee and exhibitor retention allows you to spot issues and trends as soon as they begin to develop, giving you enough time to react.