Conventions / Events: Analysing your own marketing

Every event organiser wants to target the “right” people – and get as many as possible of them to come. A new tool enables them to do this even more effectively. 

Kati Rittberger, managing director at Xing Events, points out new options thanks to the expansion of the Event Plus page (Photo: Xing Events).
Kati Rittberger, managing director at Xing Events, points out new options thanks to the expansion of the Event Plus page (Photo: Xing Events).

The Event Plus package offered by Xing Events has been enhanced and now provides intelligent event analysis functionality. Since last year, Event Plus users have been able to provide visitors to their event page with event updates on the Xing home page. They can essentially issue personal invitations to these users. It’s also possible to gauge how successful these measures are. In addition, organisers can see how well their events are doing compared to the competition. The enhanced Event Plus page provides organisers with all the information they need to benchmark and analyse their events. “The data is of course aggregated and anonymised,” emphasised Kati Rittberger, managing director of Xing Events. “And we have a wealth of data available to us for this.”

The event analysis functionality gives organisers important data on visitor numbers in real time. The event’s performance is presented in four different sections, with clear graphics in each case. Firstly, the event is compared with similar events. Organisers can see how successful their event page is compared to the competition. Secondly, they can compare their event with their previous events. Organisers can select up to three previous events with which to compare their current event.  

Thirdly, organisers can see whether their re-targeting measures have been successful in attracting visitors to their event page. This is important because five to seven points of contact are often required before prospective participants commit to the event. Finally, they can also analyse the success of their marketing measures: if a marketing action is followed by numerous visits to an event’s page, the organisers generally know they have targeted the right target group with the right message at the right time. Essentially, the event analysis functionality enables organisers to make even more effective use of their budgets in future (www.xing-events.com).

Author: Peter Borstel

This article was published in TFI Issue 2/2020

 
 

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