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PPA Data for Event Professionals_Preso_JW

James Wight
James Wight

The document outlines 5 key steps to effectively manage data for an event marketing and sales campaign. It discusses: 1) Setting goals and data requirements based on event targets. 2) Conducting data discovery through audience mapping and segmenting existing internal data. 3) Performing a gap analysis to determine what additional data is needed. 4) Implementing data processes and acquisition methods to fill gaps, including primary and secondary research. 5) Measuring data performance against goals. The overall goal is to maximize chances of event success through strategic data management.

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5 key steps to e鍖ec,vely manage data for an event marke,ng and sales campaign James Wight Formerly UBM Conferences, IQPC (SSON), Global Leaders
Theres no Secret Sauce! But there are best prac4ce guidelines, steps and measures you can follow, to maximise the chance of a winning recipe
Typical Event: Minimum 6 Month Process 5 steps 1 3 4 5 6 2 3. Gap Analysis 4. Data processes/ execu,on 5. Data measurement & performance Event Runs 1: Goals 2: Data discovery Months
50
No of Delegates required x50 for your data qty requirement Example 200 dels x50 = 10,000 Current database 7,000 unique records Budget: the magic number = 50 To build 3,000 unique records Average cost per contact 贈1.25 Data investment = 贈3,750
No of Visitors required x50 for your data qty requirement Example 700 visitors x50 = 35,000 Current database 30,000 unique records Budget: the magic number = 50 To build 5,000 unique records Average cost per contact 贈1 Data investment = 贈5,000
1 Financials: Data Goals & Requirements ≒ Type of Event: Launch ≒ Data Project: Event Speci鍖c i. Start at the end: de鍖ne event goals & clarify expecta,ons ii. Numbers onsite & revenue: delegate & sponsorship For example a typical launch event: ≒ 100 dels / 贈80,000 (贈800 del yield) / 贈100k Sponsorship ≒ 20% benchmark of dels/rev to acquire thru databuild (20 dels/贈16,000) ≒ Qty of new data (expanding on exis4ng + new outright) required to hit this campaign sub-足goal? = 3,000 qty data requirement.
2 Data Discovery: Targe,ng, Mapping & Segmenta,on 2a) Event speci鍖c audience: who precisely are we targe,ng? Planning & Prepara,on
MARKET' CATEGORY'/'INDUSTRY' JOB'TITLES'/'FUNCTIONS' GEO'FOCUS' %'PAID'DEL' TARGET'MARKET' WHY'ATTEND'&'WHAT' WILL'THEY'ACHIEVE?' PRIMARY' ' ' ' ' ' ' Medical'Device' Manufacturers' Heads'of,'Directors,' Managers'&'Officers'of'M' x'' y' z' 70%'US'' ' 20%'Western'Europe' ' 10%'RoW''China,' Japan,'S'Korea' ' 50%' ' ' Medical'plastic'products' manufacturers' ' ' Heads/Chiefs'of,'Director,' Managers'&'Engineers'of:' x' y' z' 90%'US'' ' 10%'Rest'of'Americas'' ' 25%' ' ' ' ' ' ' SECONDARY' ' ' ' ' ' ' Suppliers'of'medical'plastics' Senior'Leadership:'CEO,'VP,' Directors' ' 70%'US'' ' 20%'Western'Europe' ' 10%'RoW''China,' Japan,'S'Korea' ' 20%' ' TERTIARY' ' ' ' ' ' ' Academia,'Consultancies,' Outsourcing'Partners,' Technology'Providers,'Law' Firms' ' ' CEOs,'Presidents,'VPs,' Directors,'Heads,'Managers,' Principles'of:' Engineering' Business' Development' ' 100%'US'' 5%' ' TOTAL' ' ' ' 100%' ' Target audience map
2 Data Discovery: Targe,ng, Mapping & Segmenta,on 2b) Internals: what internal data do we have? Match current internal data to target audience Planning & Prepara,on
Internals audit
2 Data Discovery: Targe,ng, Mapping & Segmenta,on 2c) Segment 鍖nal data sources and communicate to the new data accordingly, using marke4ng & sales channels. Planning & Prepara,on
Where and how do I invest in data for a speci鍖c event? 3 Cri,cal Gap Analysis: Plugging the Gap 3a) Internal: primary data research ≒ In-足house or Outsourced (usually the laber) ≒ Brief data company ≒ Allow 4-足6 wks for turnaround. If comple4on 8wks or less, no-足go ≒ Agree contact channels: phone/email/mail/fax ie. par4al or complete ≒ Agree level of research -足 web research only and/or phone veri鍖ca4on ≒ Agree expected conversion rates, base on 75%賊 comple4on. If 1,250 names required, send 1,325 ≒ QC: Ask for a sample ager 1wk to check on track ≒ Agree phase comple4on dates if urgent, ie. 1-足3 batches.
Where and how do I invest in data for a speci鍖c event? 3 Cri,cal Gap Analysis: Plugging the Gap 3b) External: extend data reach beyond internal data only ≒ Content marke4ng / lead genera4on (PR, Partners, PPC etc) ≒ Referrals: marke4ng speci鍖c campaign, speakers & telesales research ≒ List swaps: with partners, other publishers and events cos why not! ≒ Industry lists: Top company lists/co rankings/directories/awards shortlists & winners research cos, target 4tles ≒ Sponsor/Exhibitor wishlists ≒ Social media (Linkedin & Twiber research: automated & human controlled tools) ≒ Associa4ons (Published member lists...) ≒ List rental/purchase (Beber for top line, generic 4tles, not complexity).
4 Establishing a process of data collec,on, upda,ng, cleansing & building 4a) Data Collec,on: ≒ Always capture full details at point of registra4on ≒ Important capture approving managers and PAs -足 important in鍖uencers who approve budgets & manage dec-足makers diaries ≒ Use your data teams data capture template for import -足 ensure all codes and naming conven4ons match the database ≒ If star4ng from scratch, agree & create relevant demographics for your market. Dont underes4mate this project, repercussions later -足 what info is non-足nego4able? Ie. priori4se Must-足Haves vs. Nice-足to-足Haves. ≒ Quality checks.
4 Establishing a process of data collec,on, upda,ng, cleansing & building 4b) Cleansing & Upda,ng: ≒ Ensure all data thats been updated and captured throughout the campaign from various sources & channels is imported back into the database within 1wk -足 automated or manual process depending on your CRM/database ≒ Essen4al that all 鍖elds match the database format, otherwise this wont get done
4 Establishing a process of data collec,on, upda,ng, cleansing & building 4c) Databuild: ≒ Approach: numerous op,ons! i) Work with refreshing and expanding on your exis,ng data, eg. Update Goneaways & Replacements (Refresh) & add new, relevant 4tles (Expansion) ii) For new data, expand on companies not in the db, thru lead genera4on & build from scratch using iden4鍖ed data gaps, plus purchase lists (if you must!) ≒ Outsourced: Communica4on, brief and buy-足in is key -足 get the right 鍖t with a genuine ouqit that clearly understands your target market & wider event goals ≒ In-足house: Setup rigid process and KPIs, incen4vise. Must be e鍖cient for good ROI.
≒ Review del list weekly, ensure new data is matching booking pro鍖les ≒ Track and measure new data lists, through key channels: website tra鍖c & conversions, telesales, e-足marke4ng, direct mail ≒ Demonstrate ROI: Report results and 鍖nal data performance within 1-足week of the event good prac4ce for historical analysis & securing future investment ≒ Compile an annual performance dashboard for mul4ple events, to support future benchmarking & decision making. 5 On-足going analysis of data performance and dynamic data management during an event marke,ng campaign
Summary Top Takeaways 綻鐘 Plan from 6mths out, 鍖nish 4mths out 綻鐘 Capture approving managers & PAs 綻鐘 Data volume: more for events vs. subs 綻鐘 Capture all contact details at registra4on 綻鐘 Consistently monitor the delegate list 綻鐘 Be crystal clear who you are targe4ng 綻鐘 Budget Magic Number = 50!
Thank you. Ques,ons? Contact E: james.w.wight@gmail.com Tw: @eventsmarketer

More Related Content

PPA Data for Event Professionals_Preso_JW

  • 1. 5 key steps to e鍖ec,vely manage data for an event marke,ng and sales campaign James Wight Formerly UBM Conferences, IQPC (SSON), Global Leaders
  • 2. Theres no Secret Sauce! But there are best prac4ce guidelines, steps and measures you can follow, to maximise the chance of a winning recipe
  • 3. Typical Event: Minimum 6 Month Process 5 steps 1 3 4 5 6 2 3. Gap Analysis 4. Data processes/ execu,on 5. Data measurement & performance Event Runs 1: Goals 2: Data discovery Months
  • 4. 50
  • 5. No of Delegates required x50 for your data qty requirement Example 200 dels x50 = 10,000 Current database 7,000 unique records Budget: the magic number = 50 To build 3,000 unique records Average cost per contact 贈1.25 Data investment = 贈3,750
  • 6. No of Visitors required x50 for your data qty requirement Example 700 visitors x50 = 35,000 Current database 30,000 unique records Budget: the magic number = 50 To build 5,000 unique records Average cost per contact 贈1 Data investment = 贈5,000
  • 7. 1 Financials: Data Goals & Requirements ≒ Type of Event: Launch ≒ Data Project: Event Speci鍖c i. Start at the end: de鍖ne event goals & clarify expecta,ons ii. Numbers onsite & revenue: delegate & sponsorship For example a typical launch event: ≒ 100 dels / 贈80,000 (贈800 del yield) / 贈100k Sponsorship ≒ 20% benchmark of dels/rev to acquire thru databuild (20 dels/贈16,000) ≒ Qty of new data (expanding on exis4ng + new outright) required to hit this campaign sub-足goal? = 3,000 qty data requirement.
  • 8. 2 Data Discovery: Targe,ng, Mapping & Segmenta,on 2a) Event speci鍖c audience: who precisely are we targe,ng? Planning & Prepara,on
  • 9. MARKET' CATEGORY'/'INDUSTRY' JOB'TITLES'/'FUNCTIONS' GEO'FOCUS' %'PAID'DEL' TARGET'MARKET' WHY'ATTEND'&'WHAT' WILL'THEY'ACHIEVE?' PRIMARY' ' ' ' ' ' ' Medical'Device' Manufacturers' Heads'of,'Directors,' Managers'&'Officers'of'M' x'' y' z' 70%'US'' ' 20%'Western'Europe' ' 10%'RoW''China,' Japan,'S'Korea' ' 50%' ' ' Medical'plastic'products' manufacturers' ' ' Heads/Chiefs'of,'Director,' Managers'&'Engineers'of:' x' y' z' 90%'US'' ' 10%'Rest'of'Americas'' ' 25%' ' ' ' ' ' ' SECONDARY' ' ' ' ' ' ' Suppliers'of'medical'plastics' Senior'Leadership:'CEO,'VP,' Directors' ' 70%'US'' ' 20%'Western'Europe' ' 10%'RoW''China,' Japan,'S'Korea' ' 20%' ' TERTIARY' ' ' ' ' ' ' Academia,'Consultancies,' Outsourcing'Partners,' Technology'Providers,'Law' Firms' ' ' CEOs,'Presidents,'VPs,' Directors,'Heads,'Managers,' Principles'of:' Engineering' Business' Development' ' 100%'US'' 5%' ' TOTAL' ' ' ' 100%' ' Target audience map
  • 10. 2 Data Discovery: Targe,ng, Mapping & Segmenta,on 2b) Internals: what internal data do we have? Match current internal data to target audience Planning & Prepara,on
  • 11. Internals audit
  • 12. 2 Data Discovery: Targe,ng, Mapping & Segmenta,on 2c) Segment 鍖nal data sources and communicate to the new data accordingly, using marke4ng & sales channels. Planning & Prepara,on
  • 13. Where and how do I invest in data for a speci鍖c event? 3 Cri,cal Gap Analysis: Plugging the Gap 3a) Internal: primary data research ≒ In-足house or Outsourced (usually the laber) ≒ Brief data company ≒ Allow 4-足6 wks for turnaround. If comple4on 8wks or less, no-足go ≒ Agree contact channels: phone/email/mail/fax ie. par4al or complete ≒ Agree level of research -足 web research only and/or phone veri鍖ca4on ≒ Agree expected conversion rates, base on 75%賊 comple4on. If 1,250 names required, send 1,325 ≒ QC: Ask for a sample ager 1wk to check on track ≒ Agree phase comple4on dates if urgent, ie. 1-足3 batches.
  • 14. Where and how do I invest in data for a speci鍖c event? 3 Cri,cal Gap Analysis: Plugging the Gap 3b) External: extend data reach beyond internal data only ≒ Content marke4ng / lead genera4on (PR, Partners, PPC etc) ≒ Referrals: marke4ng speci鍖c campaign, speakers & telesales research ≒ List swaps: with partners, other publishers and events cos why not! ≒ Industry lists: Top company lists/co rankings/directories/awards shortlists & winners research cos, target 4tles ≒ Sponsor/Exhibitor wishlists ≒ Social media (Linkedin & Twiber research: automated & human controlled tools) ≒ Associa4ons (Published member lists...) ≒ List rental/purchase (Beber for top line, generic 4tles, not complexity).
  • 15. 4 Establishing a process of data collec,on, upda,ng, cleansing & building 4a) Data Collec,on: ≒ Always capture full details at point of registra4on ≒ Important capture approving managers and PAs -足 important in鍖uencers who approve budgets & manage dec-足makers diaries ≒ Use your data teams data capture template for import -足 ensure all codes and naming conven4ons match the database ≒ If star4ng from scratch, agree & create relevant demographics for your market. Dont underes4mate this project, repercussions later -足 what info is non-足nego4able? Ie. priori4se Must-足Haves vs. Nice-足to-足Haves. ≒ Quality checks.
  • 16. 4 Establishing a process of data collec,on, upda,ng, cleansing & building 4b) Cleansing & Upda,ng: ≒ Ensure all data thats been updated and captured throughout the campaign from various sources & channels is imported back into the database within 1wk -足 automated or manual process depending on your CRM/database ≒ Essen4al that all 鍖elds match the database format, otherwise this wont get done
  • 17. 4 Establishing a process of data collec,on, upda,ng, cleansing & building 4c) Databuild: ≒ Approach: numerous op,ons! i) Work with refreshing and expanding on your exis,ng data, eg. Update Goneaways & Replacements (Refresh) & add new, relevant 4tles (Expansion) ii) For new data, expand on companies not in the db, thru lead genera4on & build from scratch using iden4鍖ed data gaps, plus purchase lists (if you must!) ≒ Outsourced: Communica4on, brief and buy-足in is key -足 get the right 鍖t with a genuine ouqit that clearly understands your target market & wider event goals ≒ In-足house: Setup rigid process and KPIs, incen4vise. Must be e鍖cient for good ROI.
  • 18. ≒ Review del list weekly, ensure new data is matching booking pro鍖les ≒ Track and measure new data lists, through key channels: website tra鍖c & conversions, telesales, e-足marke4ng, direct mail ≒ Demonstrate ROI: Report results and 鍖nal data performance within 1-足week of the event good prac4ce for historical analysis & securing future investment ≒ Compile an annual performance dashboard for mul4ple events, to support future benchmarking & decision making. 5 On-足going analysis of data performance and dynamic data management during an event marke,ng campaign
  • 19. Summary Top Takeaways 綻鐘 Plan from 6mths out, 鍖nish 4mths out 綻鐘 Capture approving managers & PAs 綻鐘 Data volume: more for events vs. subs 綻鐘 Capture all contact details at registra4on 綻鐘 Consistently monitor the delegate list 綻鐘 Be crystal clear who you are targe4ng 綻鐘 Budget Magic Number = 50!
  • 20. Thank you. Ques,ons? Contact E: james.w.wight@gmail.com Tw: @eventsmarketer