When it comes to event data, what kind of information should you ask to personalize the attendee experience accordingly?
Dave Lutz writes on Velvet Chainsaw that these four categories are essential to the event registration process:
Job information. What industry do attendees work in, and in what capacity? “A second data point to consider here is the size of the organization,” Lutz says. “Providing several choices for employee count ranges is less probing, but just as helpful, as annual revenue. Company type along with job function are usually the two best fields for customer segmentation.”
Reasons for attending. “Many organizers don’t understand the motivators for attendance as well as they should,” Lutz says. “Consider adding checkboxes where registrants can flag their top two reasons for participating.”
Interests. Many meetings offer sessions on a variety of topics, so consider adding a field that outlines individual attendee interests. That way, session suggestions are relevant and align with guest preferences.
Purchasing influence. If you’re hosting a tradeshow, information on which attendees have purchasing power might be necessary, though, as Lutz says, “explicit behaviors (like favoriting an exhibitor, viewing product listings, or even session attendance) provide better intelligence.”
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