A new age of smart hybrid events is being ushered in by data analytics
While the pandemic may have pushed gatherings to become virtual, ease, accessibility, and the innovative ways technology has made virtual events profoundly engaging have given people a whole new way to interact. Attendees are no longer passively consuming information as audience members; instead, they are actively engaged with the hosts, presenters, and others. We think these analytics have the same impact on human relationships as streaming video and social media.
What are Hybrid Events and How Do They Work?
Hybrid events mix real and virtual venues, allowing participants to choose between the two. While many individuals are looking forward to attending in-person events following quarantine, COVID-variants still make in-person gatherings hazardous. They are not only costly to organize, but they may also jeopardize a company’s image if they become a superspreader event by accident. Virtual events provide strong assurance that the show will continue and be available to everyone no matter what the future holds.
This digital revolution in events has brought event organizers a slew of new data, allowing them to personalize hybrid event experiences. Event experiences are becoming more seductively customized to participants’ interests and, as a result, more engaging.
What we see today is a reinvented paradigm for the events business. That approach, which is referred to as a hybrid event, incorporates both physical and virtual events. There are many advantages to organizing a hybrid event, including the ability for anybody from anywhere to participate without having to leave their homes or workplaces. However, the data and insights gleaned through event analytics are much more useful.
The number of attendance, the number of merchants, exhibiting, or post-event feedback surveys were formerly used to determine the success of physical events. Hybrid event analytics is critical in transforming massive amounts of attendance data into comprehensible and often actionable insights that help show ROI and increase attendee engagement. Event planners and organizers enhance their in-event marketing techniques each time to fit the tastes of returning attendees.
Using data to conclude a variety of hybrid occurrences
Organizers need data from numerous touchpoints to fully assess the performance of a hybrid event. This will give them detailed information, enabling them to understand how various parts of the event perform rather than assuming something isn’t functioning properly but is unable to identify what it is.
The number of logins and a split of new and active users are data sources for a hybrid events platform. It also includes data for sessions, such as total unique views, video replays, total unique replays, how many people enjoyed each session, and how many took notes each session. It keeps track of how many people signed up for each session, how many chat interactions there were, and how many impressions the Q&As made.
Additional valuable insights may be gained via networking, which is another aspect of the event. Organizers may gauge success by looking at the split of attendees’ interests and industries of origin. The number of messages sent and meetings held may also be beneficial.
Event speakers’ success and attractiveness may also be evaluated, allowing organizers to determine if they should be booked again. This may be determined using average speaker ratings, downloads per file shared by the speaker, and the number of people who took notes during the lecture.
The number of activities taking place on the feed panel, how many virtual business card exchanges and other activities taking place in virtual booths, and how many sessions taking place in each room, and how long they took place are all areas where data-driven metrics can help measure the event’s success.
As event organizers host more events on the platform, data from these touchpoints has grown more valuable. It may take two events held on the same platform for the data to yield tangible results, but once organizers have reached this stage, they will make wise, educated choices regarding each future event based on their past findings.
Hybrid event analytics has a bright future ahead of it.
Although the hybrid events industry is still in its early stages, it has gone a long way in a short period of time. The rapid rate of innovation in this area is unlikely to halt anytime soon, and the techniques for analyzing event performance and providing detailed insights will continue to develop. Face recognition, sentiment analytics, attendee-specific personalization, gamification and engagement between virtual and physical attendees, synchronization of social media platforms to the event, and other exciting technologies are expected to play an important role in event analytics not-too-distant future.
Hybrid event systems with comprehensive analytics allow event organizers to continuously enhance and modify their events to achieve maximum engagement from attendees and a higher return on investment. Over the past year, event planners have seen, heard, and accepted the reality that analytics is now a critical component in determining the success of any event, whether it is held offline, online, or in a hybrid format.