Event Planner's Guide: Using Check-In & Location Data
Event applications are increasing, and their adaptive capabilities are opening a range of opportunities for event planners to better understand their attendees. Event technology is consistently collecting data from check-ins and foot traffic, much of which is available immediately. This real-time data can be analyzed and used to help create better attendee experiences by streamlining processes, making necessary adjustments in a timely manner, and providing better opportunities for networking and communication. How does the data collected in real-time benefit event planners? And what actionable insights can be determined from the data?
Check-In and Data Collection
Using an event app or beacons to help automate the check-in process is a common trend many event organizers and planners are implementing. Gone are the times of searching through printed spreadsheets and signing attendees in manually. The memories of counting name tags after check-in to calculate attendance and no shows may still be fresh in mind but are becoming a thing of the past.
Now attendees can check themselves in without waiting in a line and can often times print their own badges after checking-in. Using streamlined check-in processes and collecting data allows organizers to help prove the value of their event. With event technology, data is recorded as attendees are checked-in, including the location, time, and duration. The data collected at check-in can also be used to track continuing education, certification, and licensing credits in a seamless manner. Check-in technology ranges from apps for scanning badges to beacon technology that senses when someone enters a venue and sends them an alert to check-in themselves.
What to do with Attendee Check-In Data
The check-in process at an event is a data collection hotspot. The data obtained from check-in can be used to determine if there are trends in the times that attendees check-in, during which more staff will be needed to help expedite the entire check-in process. Small adjustments such as this help provide a more positive attendee experience starting at check-in. By understanding trends in the data, organizers can better understand attendee behavior and prepare to meet attendee needs more effectively. Collecting check-in data in real time also allows for easy reporting on no-shows, late arrivals, early leavers, and other trends.
Monitoring Location Data
Much of the technology used to streamline check-in processes can also be used to track attendee locations and record data. Monitoring check-in and location data in real time will allow for a better attendee experience and more streamlined operations during an event. Using real-time data recorded on attendees’ locations, organizers can adjust to attendee needs and other issues in an efficient timeframe.
Location Data and Smart Networking and Lead Capturing
One of the main reasons people attend events is the opportunity to network. Many events offer event apps that people can use to explore the event and connect with others. People can be introduced according to their locations via beacon and interests. Attendees can be alerted when people they are interested in speaking with are near them. Using the check-in statistics, organizers have a real-time view of the stats giving them an overview of everyone at an event.
Organizers can monitor booth traffic and dwell times to determine “hot spots” or high traffic areas and be able to make decisions based on what is best. Using the data, you infer actionable insights such as deciding to increase revenues by pricing the “hot” booths at a higher price point due to the data collected on the booth traffic or making adjustments to adjust the traffic flow.
By utilizing location and check-in data, event technology allows customers to be asked if they would like to follow up or connect online with a person or company after spending a set amount of time in the same vicinity. Documents and other marketing materials can be shared by people in nearby locations. Using location data, people can easily connect and follow-up with one another through an opt-in lead exchange program.
Attendees can be drawn into mobile content from the event by push notifications that are generated when entering or checking-in to specific areas. This helps create a seamless experience from the live event to the digital presence. Attendees can be alerted when people they are interested in speaking with are near them, giving them opportunities to network more effectively.
Understanding event technology and implementing it into organizations to be successful is an obvious and overstated trend. What really matters is the data that can be collected from event technology and the opportunities and actionable insights that can be gathered in order to improve business processes and take attendee experiences to the next level.
This article was originally published on Social Tables. Click here to view their blog: a valuable resource for event planners.