Leveraging AI and Data for Effective Event Reporting

In our event planning, utilising data effectively is essential for success. At Event Tech Live 2024, Luke from VenuIQ shared a practical guide to harnessing AI and data to enhance event reporting. Here’s a comprehensive summary of the insights presented, focusing on actionable steps for event professionals (skip to the bottom to watch the video).

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Why Data Matters in Events

Data provides clarity on what’s working and what’s not. It helps stakeholders make informed decisions, whether it’s optimising budget allocation or proving return on investment (ROI). As Luke pointed out, “10/10 data communicated at a 5/10 level is only 5/10 data.” The goal isn’t just to collect information but to present it in a way that drives action.

Event professionals face increasing pressure to justify spending. Luke shared that 33% of event budgets are spent on venues and catering. Even a 10% improvement in efficiency could translate into billions saved industry-wide.

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Key Benefits of Data-Driven Event Reporting

1. Budget Optimisation
   • Identify areas to cut costs without compromising quality.
   • Improve sustainability by reducing waste.
2. Enhanced Stakeholder Confidence
   • Use data to secure buy-in for future events by showing clear ROI.
3. New Opportunities
   • Develop new event formats or products based on insights.
4. Scalability
   • Replicate successful events in new locations with data-informed roadmaps.

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Tools and Technologies to Use

1. Notebook LM (Google Suite)
   • Summarises extensive reports and generates audio insights.
   • Ideal for creating podcasts summarising attendee goals or event outcomes.
   • Example: Transforming 50,000 lines of data into an 8-minute podcast. Watch the video for a snippet of the conversation that sounds completely lifelike and full of useful information generated from the data.
2. Visual Dashboards
   • Heat maps and live data tools like Superset make vast datasets understandable at a glance.
3. Written Reports
   • Tools like OpenAI and Spacey process complex datasets into concise, actionable summaries.
4. CRM Integration
   • Feed data directly into systems where teams work, ensuring insights are accessible and actionable.

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AI’s Role in Event Reporting

AI accelerates the reporting process, delivering insights faster and more reliably. Key advantages include:

• Speed: Day 1 insights are delivered by Day 2.
• Scalability: Adding events doesn’t mean adding staff—just processing more data.
• Accuracy: Reduces human errors and standardises data structures.
• 24/7 Operation: AI works while you rest, ensuring round-the-clock productivity.
• Integration: Seamlessly connects with other software to streamline operations.

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The Human Role

AI isn’t a replacement for people; it’s a tool to enhance human decision-making. Here’s where humans add value:

1. Interpretation: Adding context to AI-generated insights.
2. Prioritisation: Identifying which insights need action first.
3. Error Detection: Validating AI’s outputs.
4. Strategic Direction: Turning data into actionable strategies.
5. Continuous Improvement: Refining AI systems with new data and feedback.

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Steps to Effective Data Collection and Reporting

1. Identify Your Goals
   • Start by defining ROI for your event. For instance, is the focus on sponsor satisfaction or attendee engagement?
2. Scope Your Report
   • Decide what data to collect and why. Understand your audience and tailor the format accordingly.
3. Collect Data Responsibly
   • Ensure compliance with data privacy laws.
   • Minimise data collection to what’s necessary.
4. Utilise Diverse Data Sources
   • Pre-event: Registration forms, surveys, and social media insights.
   • Onsite: Badge scanning, session attendance, and team observations.
   • Post-event: Surveys, sponsor feedback, and delegate booking patterns.
5. Create Actionable Reports
   • Use AI tools to generate audio, visual, and written multi-format reports.
   • Focus on internal reports to inform future planning and external reports to satisfy stakeholders.

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Real-Life Applications

1. Tracking ROI for Sponsors
   • Use tools like Bluetooth tracking to measure booth visits.
   • Provide reports detailing session attendance and delegate interest.
2. Enhancing Stakeholder Buy-In
   • Share heat maps and attendee insights to highlight event success.
3. Improving Future Events
   • Analyse demographic trends and session feedback to refine offerings.

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Practical Tips for Getting Started

• Begin with the data you already have. Registration details and surveys are a good starting point.
• Use accessible tools like ChatGPT for initial data analysis.
• Test AI tools on small datasets before scaling up.
• Focus on one aspect of data at a time to avoid overwhelming your systems.

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Conclusion

AI and data reporting offer immense potential for the events industry. However, success depends on balancing technology with human insight. By collecting data responsibly, leveraging the right tools, and focusing on actionable outcomes, event professionals can not only meet but exceed stakeholder expectations.

In Luke’s words, “Data ages like fish, not wine. The sooner you use it, the better it will be.”