Recently, I’ve been lucky enough to work with a global marketing agency that specialises in the creative use of data. One of the things that really stands out for me is how a lot of people’s perception of data is that it’s quite, well...boring!

Maybe it’s the actual word “Data”?

If I tell someone that we have a lot of data on an individual or business, then their perception is a lot of analytics and metrics that don’t mean much. If I tell the same person that we hold a lot of information on an individual or business, then they can see the value and the positive impact that it can have.

Data is the key to building relationships in business. Use what you know about someone in a creative and engaging way, by utilising personalisation and content that is specific to their demographics, interests, previous buying habits etc. It gives you a much better chance of getting noticed and in turn, winning new clients and retaining existing ones.

I often get asked “What’s different about Mitingu?”. I could come up with answers such as we make it easy to brand your event sites as your own or it’s super simple to use. These are key features, but not necessarily differentiators. The real difference is in the way we collect, store and use data to personalise the registration and subsequent event comms, making it an engaging experience for the attendee.

There are only two driving influencers for anyone engaged in any form of event management - the event itself and the people who attend it. By inference, every event, no matter how large or small, is designed to deliver a positive and rewarding experience for those who attend it.

Mitingu is great at collecting and storing data in an elegant way. Why have great big event forms which are another potential barrier to someone completing a registration when you can give them a journey based on their previous answers and the information that you already have? i.e. Make it relevant to them. Using the data you collect to drive personalised and targeted communications before, during and after the event helps you to engage with your attendees and make them feel loved. What’s even better is that data can be used across the business for other marketing and customer service activities, giving it even more value.

So, the collection and intelligent use of data is what makes Mitingu and you special.