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11.8.2013 Bear Analytics
www.bearanalytics.com
Improving The Data IQ of Your Organization
Who We Are
Joe Colangelo
Eric Misic
Data…
#iaeedc
Humanity and Our Data
Start 2002 2003
10 mins
2011 2013
2 days
`
1 Year
5 Exobytes
*study conducted by Cal Berkley and presented by NASA in April 2013
The Global Perspective
Data collection is accelerating
Data is a MEANINGFUL currency
Top companies are using “big data”
Data fidelity is higher
Large Company LeadershipLower Acquisition Costs
Enhanced Engagement
Behavioral Analytics
Fundamental Thought
Data is your organizational DNA
The power of data…
FOMO
Fear of Missing Out
The Results
2009 2013
CAGR
+12.5%
+15.8%
1x1 Meetings
Companies
VC Capital
+7.5%
A Data Focused Approach
4. Execute
3. Calculate and Learn
1. Question Everything
2. Take an Inventory
Step 1
!13
Define the Question(s)
Who is exhibiting?
Opportunities for attendees?
Engagement?
Most loyal sponsors?
Interest Buckets
Marketing
Revenue
Potential new markets
Engagement
5 | 6 | 7 Philosophy
What should I know? 5 months 6 weeks 7 days before my event…
Step 2
Take Inventory
What are we collecting?
Who is collecting it?
What is being captured?
Where is it kept?
Who manages it?
What is the quality of the data?
Channels of Data Collection
Social media
Web Analytics
App | Mobile
Membership
Registration
Exhibitor prospect list/CRM
The Importance of Timing
Record transactional data
Review period-over-period performance
Timing can power relational data
Step 3
Simple Tools | Big Results
An example…
Exhibitor Score Card
Exhibition Data Small Medium Large
Square Footage 100 250 500
Exhibit Revenue $3,000 $7,500 $15,000
Paid Attendees 3 5 12
Registration Dollars $1,500 $2,500 $6,000
This Year
Exhibitor Score Card
Exhibition Data Small Medium Large
Square Footage 100 250 500
Exhibit Revenue $3,000 $7,500 $15,000
Paid Attendees 3 5 12
Registration Dollars $1,500 $2,500 $6,000
Last Year
The Tool
10 - Small 10 - Medium 10 - Large
4 data pointsX =
120 data points
Your Next Move
Visualize the results
Classic Intel
250
500
750
1,000
Small Medium Large2012 2013 2012 2013 2012 2013
909
422
119
920
344
125
Average Sq Ft.-1.2%
22.7%
-5.0%
1.4
2.6
**derived from real user data
Revenue Model
$10,000
$20,000
$30,000
$40,000
Small Medium Large2012 2013 2012 2013 2012 2013
$30,133
$12,726
$5,237
$31,867
$12,181
$5,006
Average Exhibitor + Attendee Revenue
-5.4%
4.5%4.6%
**derived from real user data
The Real Story
$12
$23
$35
$46
Small Medium Large2012 2013 2012 2013 2012 2013
$33.15$30.16
$44.10
$34.62$35.44$40.05
**derived from real user data
Registration + Exhibit per Sq Ft
Insights
Competitor posturing
Understanding risk
Marketing intel
Perspective
Retrospective: the instinct
Prospective: the goal
Engineer the future you want
Individual attendee registration
Follow-on Applications
Event portfolio performance
Assessing loyalty
Step 4
Splash of Intel: Now what?
Execute
Grade Yourself
Celebrate the Wins
Efficiency Compounds
Do Not Fear the Findings
Remember….
Tip #1: Define Success
Tip #2: Pay attention to the outliers
Collect master reports
Emphasize data transparency
“Eat at your own restaurant”
Tip #3: Power of Partners
Its time.
Dialogue.
@joecolangelo
@bearanalytics
[email protected] [email protected]
@ericmisic
www.bearanalytics.com
