Analytics serve as easy benchmarks for clients to use as a gauge for success of their site. Unfortunately, what the data shows and what it actually means isn't always the same. Here's how to get to the truth!
It’s a conundrum: you want to make improvements to your site but you have no real idea what is and isn’t working. What’s an event pro like yourself to do? Fortunately, unlike most conundrums, this particular situation has a simple solution and it’s called analytics.
Notice anything different in your website traffic this week? If it seems like there’s been a noticeable uptick (or otherwise), it’s not your imagination. It’s the long arm of Google! But don't fret. We've got the scoop for you in addition to a few recommendations on how to respond like a boss.
There’s a thousand different reasons for building or re-designing an event website. Increasing market share? Check. Improving customer service? Sure thing! World peace? You bet (ok, maybe not world peace, but never say never!). The point is, a great event website is a powerful thing, so it’s never a bad idea to make sure yours is in tip-top shape.
The motto of this year’s Summer University, “Embracing the Digital – Exhibition Industry 4.0,” inspired me to take a deeper look at how to leverage data into opportunity.
For many organizers, availability of a stand-alone mobile app for their event has become a little like a “me-too” item. It’s something else on the checklist to be crossed off without consideration of whether it’s really the best available option. For my money, that’s HTML 5 responsive design.
The Center for Exhibition Industry Research (CEIR) recently released a report titled, “Use of Analytics by Today’s Business-to-Business Exhibition Organizers.” Although the 23-page study nicely summarizes current practices, challenges, and some potential solutions for leveraging data,” it overlooks a decades-old category of software.
The days of slapping up an event website and calling it good as long as the color scheme matches the brand guidelines and all of the who, what, when, where, and why information is in place are over. The technology is available and the potential is huge for converting the “floating brochure” of yesterday into a responsive, lead-generating, community-building conversion machine.
In today’s media rich environment, smart marketers use a mix of communication channels to promote events and engage audiences. But with multiple touch points how do you measure success of just one component – your website?
Quick. Tell me how many steps you’ve walked today. What’s your glucose level? How solid was your sleep? If you’re wearing a Fitbit, then you have some of that info immediately available via your smartphone.
I spent some quality time participating in this week's Twitter #ExpoChat session centered around how show organizers and exhibitors define and measure success. The general sentiment was as expected: show organizers are looking at profitability, rebooking percentages, attendance volume, and attendee engagement.