As the demand for tailored event experiences grows, so do the stakes for data security under regulations such as the General Data Protection Regulation (GDPR).
Event technology platform Cvent looks at how marketers and data professionals can achieve a harmonious balance between deep personalisation and stringent data protection, all amid rising costs and the need for higher ROI.
Corporate events have always been about creating memorable experiences, but with advancements in technology and changing expectations, teams delivering them have their work cut out to ensure that everyone who attends feels like the experience was designed specifically for them without having their privacy compromised.
To achieve this level of personalisation, your marketing and events teams need to understand the wants and needs of your audiences and consider each stage of the attendee journey to identify opportunities for creating more tailored interactions that boost client relationships while ensuring all processes uphold data security regulations.
Event registration
This is where technology and data-led insights come in. Personalisation starts with the registration process. The more information you can glean about attendees’ preferences, needs and interests when they sign up via your registration platform, the more you can tailor content, activities and experiences to create more personalised agendas.
Whether adding specialist tracks, networking opportunities, on-demand content, demonstrations, or elements that will improve your event’s accessibility and inclusivity, asking the right questions at registration will set you up for success.
Mobile event apps
Event technology’s ability to provide data-led insights doesn’t end after someone’s registered, either.
With a dedicated event mobile app, you can facilitate polls and surveys, manage speaker Q&A, send push notifications, and encourage different interactions, which will all produce data.
Your team can then gauge levels of engagement and interest in certain speakers or subjects by the questions raised, poll answers and how many people attended each session.
Scanning people’s badges as they enter or leave a session is another way to gain valuable data and feedback on who attended and what they thought. Ask for individual feedback while the session content is still front of mind by sending only the scanned badge-holders a personalised request to complete a survey via your event app.
With strategically placed RFID readers, you can also passively scan visitors as they move around the venue. This negates the need to scan every badge on the way into the main keynote session, for example. It also provides a complete picture of how long people spend in certain areas, giving valuable insights into where costs can be saved by focusing efforts on aspects of the event which are most valuable for attendees.
Post-event surveys
After your event, use tech-powered surveys to gather feedback, which can be analysed and compared year-on-year. The data can then be used to predict behaviours and trends, develop content, and gain a deeper understanding of your attendees.
Advancements in event survey software allow you to automate survey creation and personalise questions for different audience personas such as sponsors, delegates or exhibitors.
With all this technology in play, the possibilities for fintech and financial services events have come a long way. However, the next frontier is deploying the technology securely, integrating it with existing CRM platforms, and ensuring total compliance with data protection laws.
GDPR
When it comes to processing attendee information, the European Parliament’s General Data Protection Regulation (GDPR), which came into force in May 2018, requires event organisers to ensure that individual consent to collect and use personal data is given; only personal data necessary for the event’s purpose is collected; and attendees have the right to access, correct, delete or restrict the processing of their data.
In addition, organisations delivering events must keep personal data accurate and up-to-date, delete it when it is no longer needed and protect it from unauthorised access, use or disclosure.
This means that when you capture data in registration systems, badge scanning software, mobile apps, or post-event surveys, you must comply or face reputational damage and fines, ranging from €20million or four per cent of annual turnover.
A single secure source of truth
Using multiple or siloed solutions for collecting data at each touchpoint will likely evoke sleepless nights and stress-induced migraines. The most effective way to gather data across manifold touchpoints and manage it in a way that supports both innovative personalisation and uncompromised security is to have one fully integrated and compliant in-house system of record.
Cvent is the preferred choice for over 1,200 customers in financial services and fintech, empowering your team to maximise the impact of your meetings and events with a myriad of easy-to-use solutions and holistic data integrity you can rely on.
For a one-stop-shop solution that’ll enhance personalisation and engagement without risking data security, visit www.cvent.com/uk.
