Why Events Are Your #1 Source for First-Party Data

In a world without third-party cookies, marketing profs need to pivot to new ways to collect first-party data.

But don’t freak out! There is still one first-party data source that could be your knight in shining armor: events!

So how can events help? Let’s take a quick look:

1. Instant & Direct Feedback

Pre- and post-event polls, Q&A sessions, live roundtables, and attendee satisfaction scores at events can all provide instant feedback directly from the source.

2. Attribute MOFU Touchpoints

Forrester’s research on B2B buying says buyers can have up to 27 touchpoints making the sales cycle non-linear. Buyers decide on marketing information, research, and even word-of-mouth. Events can help you attribute those MOFU sales by offering direct communication and feedback channels to record buyers’ behavior.

3. More Accurate Data

Recurring events that happen every day or repeatedly over time, can often present more reliable insights from the same target audience. It can be easier to trace patterns by analyzing your audience’s behavior to similar stimuli.

4. Event Tech Integration

Event technology is having its moment – especially for in-person events. Integrations like check-in software, lead-capture apps, and real-time engagement metrics can all help organizers gather data that would’ve been hard to collect otherwise.

5. Exploring Customer Journeys

Tracking the right part of the attendee’s journey is crucial to creating impact and influence. Events can help organizers track attendee journeys so you don’t waste time with less-than-useful data.

6. Real-Time Insights

Collecting real-time data is easier than ever with event technology. You can track what’s working and what’s not to make quick adjustments on the spot or make notes for future events.

The importance of first-party data will never diminish. Fostering direct relationships with your customers and audiences through events means you don’t have to rely on third-party cookies.

More and more organizations will turn to events for data collection. Now is the right time to prepare for the future – are you ready?

Read more here.