How a crucial role is evolving
In the world of event technology, our industry often gets caught up in technology platforms, integrations and the latest software solutions. However, event tech is much broader than the tools we use. Instead, it’s about data-driven interactions that shape and personalize the attendee journey.
Having come from outside the traditional event tech space, I see event tech not just as software or platforms, but as any interaction that can apply a data point to an attendee experience. This could be as straightforward as tracking registrations and session selections, or as immersive as using AI-driven activations and personalized experiences.
The real challenge? Connecting disparate data points across platforms and channels to create a seamless, insightful and joyful experience for both attendees and event planners.
That’s where AI and automation come into play. Together, these tools can help us synthesize fragmented data, personalize experiences at scale and optimize engagement in ways that were once unimaginable.
But this also comes with a new challenge of rethinking the roles of modern event technologists. A modern event technologist is part marketer, part content strategist and part data analyst, in addition to being a platform and software expert.
The Data-Driven Attendee Journey Starts Early
A well-designed event experience doesn’t begin at check-in. It starts at the first click in the marketing funnel.
We already track digital ad conversions and registration data, but what if we took this a step further? The moment an attendee registers, we gain insight into their preferences, behaviors and engagement levels. This allows us to personalize their journey from the very beginning. Consider:
Pre-event personalization: If an attendee completes a profile, we can curate content recommendations, suggest relevant networking opportunities and even help exhibitors or sponsors tailor their outreach.
Predictive content and sponsor value: The more we know about what attendees engage with pre-event, the more we can fine-tune content tracks and sell meaningful sponsorship opportunities to partners.
Read More: It’s All About Engagement!
Before the Event: AI, Loyalty Programs & Personalization
Personalization shouldn’t stop at emails and content tracks. What if we could leverage travel and hospitality data to enhance the pre-event experience?
Read More: IRF Invitational Went All-in on Incentive Event Personalization
Hotel loyalty programs: By integrating event registration with hotel loyalty programs, we could offer perks like upgrades, welcome gifts or exclusive content based on an attendee’s travel profile and status.
Airline experiences: What if an attendee received a digital voucher for a meal or drink when they boarded their flight to the event? AI-driven partnerships with airlines could create a frictionless, VIP-like experience before they even land.
On-Site Engagement: The Power of Smart Tech & AI-Driven Activations
Once attendees arrive, the next frontier of event tech is on-the-ground engagement through interactive, data-driven activations.
RFID, NFC and AI-powered interactions allow us to enhance the experience while collecting valuable data. Consider these possibilities:
“Surprise and delight” moments: Smart wearables or RFID-enabled badges could trigger personalized greetings, access to VIP lounges or surprise gifts based on past engagement.
Gamified interactions and AI-driven personalization: Technology is available to create unique experiences, like generating AI-curated networking suggestions, tracking session engagement and facilitating interactive experiences like virtual photo booths or gamified leaderboards.
Beyond the Event: Extending the Attendee Journey
The event experience shouldn’t end when attendees check out of their hotel. If an attendee has opted in for cookies or data tracking, their engagement history can be leveraged for post-event follow-ups, content recommendations and future marketing strategies. Imagine using AI to:
Drive future registration: AI-powered recommendations could suggest next year’s event tracks based on past behavior, increasing retention and early registrations.
Read More: Why AI Might Mean Salvation for the Meeting Industry
Enable sponsorship retargeting: Sponsors could get detailed insights into attendee interactions, helping them refine their outreach and justify future event investments.
The Future of Event Tech: Thinking Bigger & Connecting the Dots
The future of event technology is about creating meaningful, measurable experiences. The more we think beyond traditional definitions of event tech, the more we can leverage data to create joy, drive engagement and optimize every moment.
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With a background in broadcast production and pioneering roots in the web, Todd Moritz, Bishop-McCann VP of event technology, brings over three decades of unique experience to help deliver highly complex events for the world’s leading clients.
