5 Benefits of Using Data to Market Your Event

But how can you figure out who your target audience is and the best way to connect with them?

A data-driven approach will allow you to reach audience members on an individual basis…connecting with them on their favorite platform and getting them excited about your event. 

In this guide, we’ll review the benefits of using data to promote your virtual academic events. This approach allows you to:  

Reach a highly targeted, receptive audience. Internal data is the information your organization gathers on a regular basis, including data from your past events, email marketing campaigns, social media analytics, buying transactions, and attendee surveys.

External data is any information you gather from third-party data sources. This data can come from data marketing agencies and help you fill in any gaps in your internal database.

For instance, you can reach out to past event attendees who would be interested in attending your upcoming experience. And, you can use third-party data to supplement your internal database with any missing phone numbers or email addresses.

 

Use location data to connect with a local audience.

Internal data is the information your organization gathers on a regular basis, including data from your past events, email marketing campaigns, social media analytics, buying transactions, and attendee surveys.

External data is any information you gather from third-party data sources. This data can come from data marketing agencies and help you fill in any gaps in your internal database.

For instance, you can reach out to past event attendees who would be interested in attending your upcoming experience. And, you can use third-party data to supplement your internal database with any missing phone numbers or email addresses. 

 

Segment your audience based on shared characteristics. 

Segmentation is one of the most popular buzzwords of the marketing world. This process involves grouping audience members based on shared characteristics and serving them relevant content according to their preferences and interests. Next, use your internal database to group audience members into segments based on your marketing goals. Here are a few criteria you might use to group audience members:

 

Preferred communication platform

History of involvement with your organization (past event attendance, event participation, length of membership, etc.)

Volunteer involvement

Donation history and type

Demographics such as age and location

 

Connect with your audience using multiple touchpoints. 

Your data reveals which platforms your audience members are drawn to. For instance, your social media analytics reveal which social platform your organization’s audience uses the most. 

While reviewing your data, you’ll likely discover that different audience segments prefer different communication platforms. Make the most of this information by pursuing a multichannel marketing strategy to promote your event.

 

Use metrics to assess your performance.

Analyze data trends from past virtual events, including:

The rate of event RSVPs vs. the actual number of attendees

The number of event sponsors

The attendee engagement rate, demonstrated through the number of attendees who participated in discussions, sent in questions for presenters, or engaged in small group discussions.

 

Engagement rates across your marketing platforms, such as your email open rates and social media engagement metrics.

Attendance rates for different segments within your event, such as workshops or panels. 

Your data provides a valuable way to take stock of your marketing strategies, shedding light on which ones you should maintain and which you should discard for future events.

 

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