Event Marketers Missing the Boat

When it comes to leveraging attendee data, event marketers are missing the boat, according to a new study by Cvent.

The company asked 400 of them what they believe:

• Only 29% say they're good at collecting attendee data
• Only 20% say they're good at integrating it into their systems
• Only 23% say they're good at using it
• Only 38% say they understand what attendees do on site
• Most―75%―say they're missing opportunities by not integrating more attendee data into their efforts

It's not as if nobody cares. 

Among event marketers, 81% say collecting and harnessing attendee data is "extremely important."