InsightXM launches new ‘off the shelf’ analytics package tailored to event planners

San Francisco based data technology company, InsightXM has just unveiled a new insights package tailored exclusively for event planners and marketers wanting to experience powerful data analytics at the push of a button. Titled ‘Essentials’, the package provides a fixed price, quick access-to-data analytics tool that helps better understand event audiences, uncover hidden opportunities, and identify weaknesses.

After launching their parent product: InsightXM at IMEX America in Las Vegas in October, the company accelerated development of their bespoke tool with the goal of launching it in time for the new year, “We’ve learned a lot from interacting with event planners at IMEX and within the Tribe. The Essentials product is our answer to the age old issue that event professionals keep facing: not knowing where to start when it comes to pulling insights from their event data,” explained InsightXM CEO Brent Pearson.

InsightXM joined event technology collaborative, The Event Tech Tribe in June this year and are expanding on the partnership with the launch of this new package. “What’s different about the Essentials platform is that it easily integrates with all of the Tribe members as well as two more data sources selected by the customer,” explained Pearson. “As someone who has planned many events myself, I know how liberating it will be for others to view key metrics, drill down into audience responses and work with pre-defined graphs, charts and dashboards!” exclaimed Event Tech Tribe COO, Marie-Claire Andrews.

To make things even simpler, access to the platform is available for a simple annual price and can be activated when creating an event inside event registration provider, Swoogo. “Brent has worked closely with us as he developed this fantastic next-level analytics package that I know Swoogo and Tribe customers are going to find extremely valuable,” said Swoogo founder Leonora Valvo.

To learn more about InsightXM and their Essentials platform explore their website or arrange a time to have a 1-on-1 discussion about managing your event data sources.

About InsightXM

InsightXM is an event-specific, business intelligence platform that provides teams with on-demand analytics solutions.  The platform helps non-technical teams capture, analyze and visualize event data to better inform business decisions. InsightXM is based in the San Francisco Bay Area and is led by Brent Pearson, a long-time data and event professional.

About the Event Tech tribe

The Event Tech Tribe is a carefully curated, infinitely innovative family of best-in-craft event technologies that have chosen to work together technically, but more importantly to collaborate at a client level. We've brought together similarly minded companies and built a way of working that puts you first. Every member of the Tribe is run by an experienced event professional.

Swoogo - Effortlessly flexible registration

TRC - Onsite expertise

Hubb - One control panel to rule them all

Glisser - Share content and engage audiences

InsightXM - Data insights never before possible

EventOPS - Plan and manage your events like a boss

A Tribe guide to Event Data Ownership

 
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It’s a topic that many of us hear about, but perhaps don’t know too much about. As event technology continues to explode, event planners and marketers are continuing to get bombarded with truckloads of data...enough to make your head spin! That’s why this month we’re summarizing the in’s and out’s of data ownership, outlining the legal stuff and giving you the low-down on how this will affect you and your events.

Your data is yours

This first point is simple but oh-so-important. Any data that is collected by a 3rd party tool is YOUR data. The only caveat to this is unless you’ve signed an agreement which states otherwise. Any tech company that holds your data hostage or makes you pay extra to access it may not be the right fit for you and your events going forward

So what does this mean? For the industry as a whole, access to data means we can integrate and innovate - movements like the Event Tech Tribe can be born and event planners can collect and amalgamate more meaningful insights than ever before. Heck yea!

You’re responsible for it

Because the data is yours, you’re essentially responsible for it. The onus is on you to ensure that any personally identifiable information is encrypted, not printed out or left on office desks for anyone to get hold of.

If you don’t need it, don’t collect it

Sensitive data like credit card information, addresses, and phone numbers carry an added weight of importance. You know just as well as anyone just how much could go wrong if that information gets into the wrong hands. So, as a rule of thumb if you DON’T need to collect and store sensitive data like credit card numbers we suggest you avoid doing so and instead let the information flow through during the collection phase.

GDPR - what is it and how does it affect you

From the 25th of May 2018 onwards, all event planners hosting a European attendee will be subject to the new privacy regulations installed by the European Union. Essentially, all European attendees will need to actively accept to having their personally identifiable information collected during your events. Furthermore, this acceptance of your terms and conditions needs to be clear and explicit.

Event tech companies are working to ensure that their tools are GDPR ready, but it’s always important for you to feel like you have a handle on what’s happening in the ecosystem. For a more comprehensive breakdown have a read of Glisser’s article on how it affects planners and marketers.

For more detail on all of this, replay our webinar ‘The Do’s and Don’ts of Data’

Replay: The Do's and Don'ts of data - What event profs need to know

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The hottest topic in event tech right now is DATA. But while data is important, the right data is essential. It’s becoming normal to feel overwhelmed by the increasing amounts of data being collected - and the different sources it can come from.  Don’t worry, in this webinar our very own Einstein, Brent from InsightXM, is here to talk plainly about where to get your data, what to do with it and how to filter out the noise.

In this webinar, you can expect to cover:

  • Common misconceptions and myths about data

  • Signals you should pay attention to

  • Noisy nonsense that you can avoid

  • Some best practice advice from the experts

  • What to know about data ownership and understanding the laws

Watch this webinar on-demand now

Print vs Digital: A guide to marketing your event better than your competitors

To print or to upload - it’s the question everyone’s asking. As event marketers, we’re currently in the midst of an interesting period...Digital marketing has secured itself firmly in the fabric of how we promote our events, but digitals older stepsister is refusing to disappear, with big businesses still spending millions per year on traditional print advertising.

When you’re dealing with a set budget and are responsible for deciding on your marketing strategy things can very quickly start to feel a little overwhelming. Where should you spend your marketing dollar? Should you double down on your online advertising or spread your reach out evenly across multiple different platforms? For this event tech tribe guide, we’re breaking down the difference between the different advertising platforms and share some tips and tricks that will help you navigate the busy world of event marketing.

Breaking it down

Unfortunately for you, the decision is not as simple as ‘print’ or ‘digital’. Underneath each of those categories are hundreds of different delivery mechanisms, each come with their own Pros, Cons and use cases.

 
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If it helps, think of print and digital as separate umbrellas. Underneath each of those umbrellas is an enormous tool box of platforms that you can pick and choose from when it comes time to plan your event marketing strategy...you really are spoilt for choice!

Print: a brief history

Certainly the more established of the two, print advertising has been around in some shape or form since the 1200’s, when political campaigns and posters advertising family businesses were carved into rocks and bronze plates.

Print surged in the 19th century with newspaper advertising becoming the dominant form of marketing during the times. Fast forward to the 21st century and print advertising is still extremely popular, with industries built of print advertising such as the magazine industry remaining consistently strong with a cool $10+ billion revenue for the industry in the US alone.

The big problem with print is that its impact is extremely difficult to measure. If you dedicate your entire marketing budget to print advertising you’re going to have a tough time showing a return on that investment, and an even trickier time figuring out which of your print platforms was the most impactful.

Navigating the world of digital

Digital is young, fresh and exciting. Up until recently, it was the ‘novelty’ in advertising, but many businesses nowadays will tell you that the majority (if not all) of their marketing budget is spent on digital. It fills the gap that print simply can’t: it’s extremely measurable and targetable.

Digital can quickly turn into a beast that’s extremely difficult to wrangle, especially when you’ve got the looming deadline that is your event! Arguably the most important thing to nail is your point of sale - in your case, this is where your attendees will come to learn more about your event and ultimately purchase their tickets. A good event website is effectively your version of a shop window, so make sure you’re taking time when it comes to picking your supplier here (pro tip: If you don’t want to go through the rollercoaster of searching for good options only to be disappointed, check out Swoogo...you can thank us later)

What YOU should do

Although there is no ‘one solution to rule them all’, we do have a few tips and tricks up our sleeves, along with some advice that we think should help set you in the right direction when planning your next event:

1. Print should be supplementary

There is still a place for print advertising in many of your events, however, try to avoid putting all of your eggs into the print basket. Instead, try thinking of print as your supplementary marketing to your digital campaign. Your digital presence is going to be how you reach the bulk of people and provide them with the most information. Think of ways your print marketing can back up the information they’ve seen and keep your event branding top of mind.

2. Fish where the fish are

When navigating the world of digital marketing, it’s important to always keep in mind the segments that you are targeting. Which social media platforms are they more likely to be using? Do they prefer short snippets of information online, or are they more in-depth readers? Are there any celebrity or social media influencers that your target market responds well to? What time of day are they most likely to be browsing and open to receiving your content?

All of these questions are ones you should be asking yourself when it comes time to decide which digital platforms you’re going to focus on.

3. Take note of circulation

If you do decide to invest in print advertising inside a magazine, publication, or a digital mailer provided by another party other than yourself it’s important to take note of the circulation. Circulation is the number of people who receive the publication every time it’s sent - essentially you want to know the size of the database that is going to receive your advertisement.

To give yourself even more assurance we recommend finding out the ‘readership’ rates. It’s all very well having your advert in a E-mailer than goes out to 10,000 people, but if the mailers average open rate is only 0.3% it might be worth reconsidering just how impactful the investment will be...after all, you want to get as much bang for your buck as possible.

4. Be bold

On average we are exposed to over 5,000 advertisements every day, which means it’s especially important that you put extra thought into the impact your advertisement will have. Grabbing the attention of the right people is equally as important - so whether it’s a bold use of color or some smart wording, have a think about some creative ways your adverts can get noticed.

5. Get to know your space

Once you’ve decided which platforms you’re planning on using, spend some time exploring what’s currently happening in those spaces. It’s always a good idea to know who is currently dominating those platforms, how they’re doing it and then adjusting your campaign accordingly.

6. Subliminal advertising can work wonders

5,000 advertisements a day is obviously too much for one person to take in, which means as people we typically only take notice of the adverts that appeal to us above and beyond the rest. Subliminal marketing is marketing designed to pass below the normal limits of perception - essentially making your ads feel not like adverts at all. David Ogilvy once said, “A good advertisement is one which sells the product without drawing attention to itself,” and that’s exactly the attitude we think you should harness when designing your marketing campaign.

Some creative ways to do this could involve partnering with other industry organizations to cross promote, or arranging for a key influencer to host a meet up at your event, meaning they’ll advertise the event on their social media platforms. Thinking outside the square is key here.

So that’s it for now, we hope these tips and tricks will put you in good stead to nail your next event.

Further reading:

Email marketing 101: How to get your emails into the inbox

How to effectively measure the ROI of your event marketing

20+ event marketing hacks to get more butts on seats

Event Tech Tribe expands technology offering with newest member, EventOPS

Event Technology collective, the Event Tech Tribe, have unveiled the latest addition to their family of solutions for event planners. Their newest member, EventOPS is a platform which allows event organizers to plan and manage their operations and logistics from an intuitive, easy-to-use dashboard, on any device.

EventOPS unveiled their partnership with the Tribe at IMEX in Las Vegas last month. “We’re thrilled to welcome EventOPS to the Tribe. They embody the best-in-craft philosophy and have a fantastic product that, if the reception at IMEX is anything to go by, will add significant value to our customers,” said Event Tech Tribe COO, Marie-Claire Andrews.

Launching in 2017, EventOPS have completed their first months of operation with huge success. “We’ve already made managing some of the largest golf tournaments in the world easier, and to be named one of Event Manager Blogs top 25 event tech startups to watch was the cherry on top,” said EventOPS Co-Founder, Chris Roberts. With the tagline #ditchthebinder, the EventOPS team are on a mission to take event planning to the next level. The platform includes features that allow organizers to centrally manage more effectively, including: budgeting, task delegation, itinerary creation, workflow automation, and risk management from any device.

Integrating the EventOPS platform into the Tribe gives new and existing Tribe customers access to deeper insights about their events and, of course more efficiency. For example, the integration with Tribe members, Swoogo and Hubb will give planners access to live financial performance information about their event and allow users to create the ultimate master calendar containing sessions, tasks, and onsite staff information.

The Event Tech Tribe have gained popularity in 2017 for their alternative approach to event technology which uses a network of API’s to integrate their separate event tech tools. “We work together technically which is fantastic, but the Tribe is so much more than that, it’s about bringing together companies that work together at the client level too,” explained Tribe founding member and CEO of Swoogo, Leonora Valvo. “The Tribe is disrupting the event tech scene, and we’re thrilled to be a part of it,” finished Roberts.