A recent survey of B2B marketers, jointly conducted by the Content Marketing Institute and MarketingProfs, found that in-person events are the most effective marketing tactic in their arsenal. Unfortunately, justifying the expense of meetings and events is still a Herculean effort well beyond the means of most event organizers.
Luckily, mobile event apps now have the ability to generate reams of invaluable data points on attendee behavior and event effectiveness. Every ‘tap of the app’ is hard evidence: be it overt as in a survey response, or implied as in an inferred assessment based on app activity.
With so much valuable intel within the app, many meeting professionals may balk at the idea of having to dig through it all to find what really matters to them. The good news is that there are only three main types of meeting app data that you really need to focus on:
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Technical Data
Think of this as your “starter” data. It comprises basic performance indicators for your app, providing an indication of its popularity and usage, but revealing little about your event’s success. With these data points, you can answer the fundamental question: Did they notice?
Some insights revealed at this level include effectiveness of your promotional activities, whether or not people are actually using the app, their usage patterns, and total time spent in the app.
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Behavioral Data
Whereas technical data relates to your app, behavioral data relates more closely to your attendees. It provides tangible evidence of engagement, influence, and opinion. It helps evaluate the app’s influence on attendees, and serves as a proxy for overall event performance.
This more sophisticated level of data helps assess achievement of event and stakeholder objectives. The scope and depth of this data far outweighs any other type of event data you could hope to gather by other means.
There are six areas of behavioral data mobile event apps reveal, such as:
- Rankings of the most influential, active people at your event
- What people think of the sessions, the speakers, or anything else that you want to ask or infer based on their comments
This guide provides more in-depth information on these six areas of behavioral data.
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Contextual Data
With both technical and behavioral data at your service, you will have everything you need to measure the impact of your app, and of your event. But in order to truly measure how the event impacts your business, you will need to include data from other external sources such as Customer Relationship Management (CRM) or Learning Management systems (LMS). Aggregating app data with data from these other sources will paint a complete picture, be it of a customer journey from prospect to client, or of an employee journey from on-boarding to President’s Club.
By focusing on just these three types of app data, meeting professionals can get the insights to help them prove the success of their events and meetings – without drowning in analytics.
If you’d like to learn more about mobile app analytics, check out this free white paper from QuickMobile: Actionable Event Analytics.
About Our Guest:
Guest post by Karra Barron, QuickMobile’s Manager of Content and Internal Communications. QuickMobile transforms meetings and events around the world with mobile event apps that engage audiences throughout the life of your event and beyond. Visit the QuickMobile website to learn more.
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