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Data analytics and AI: Driving engagement in the MICE industry
(MENAFN- Aurora The Agency) By Jadd Elliot Dib, Founder & CEO, Pangaea X
The meetings, incentives, conferences, and exhibitions (MICE) industry has experienced a rebound as economic activity returns to pre-pandemic levels. And, with the MICE industry’s revitalization, data analytics and AI play an important role in enhancing the entire value chain – from the planning and marketing stage to the event's conclusion. Their transformative effect in improving business performance and resilience in an increasingly competitive sector will certainly result in tremendous benefit for MICE businesses.
Data-driven event planning
Data analytics and AI provide organizers with valuable insights from a vast collection of data from past events, allowing them to predict attendance numbers, price tickets optimally, and select the right venues. AI also allows organizers to accurately designate seating arrangements, catering, and staffing needs to minimize waste and maximize efficiency. This prevents over- or under-booking, which is important in providing an exceptional experience for participants and attendees.
Data analytics is also a valuable tool to create targeted marketing campaigns and ensure that outreach efforts reach the right segments of people. Reaching prospective attendees with tailor-made messages improves the chances of a positive response.
Delivering bespoke experiences for attendees
Organizers of MICE events can likewise use data analytics and AI to create personalized itineraries based on attendees’ preferences, suggesting which sessions, networking opportunities, or exhibits would most likely interest them. This allows attendees to make the most out of the event and give them more value for money.
In addition, using AI-powered chatbots will allow attendees to quickly access the information they need, such as schedules, locations, and other FAQs, both before and during an event. Facial recognition and sentiment analysis can analyze attendee expressions, gauging interest and adjusting content or presentations accordingly. Creating frequent touch points using AI can improve attendee engagement and satisfaction with the overall event experience.
Real-time analytics and crowd control
Recent developments in facial recognition technology can allow organizers to implement seamless check-in procedures. Many attendees and organizers agree that on-site registration and check-in is often the most stressful part of an event, so speeding up this process through facial recognition avoids crowding and long waiting times at the entrance.
Used in conjunction with crowd-monitoring technologies such as RFID bracelets and video analytics, AI can determine the movement patterns of people, identifying high-traffic areas and underutilized spaces in real time. It alerts organizers to bottlenecks or overcrowding, so they can adjust seating, entry points, and session schedules and redirect people to lower-density areas to make the event safer for attendees.
Real-time analytics can also benefit booth exhibitors and concessionaires. For example, if the exhibitor notices a drop in foot traffic to their booth, AI can suggest activities such as limited-time giveaways or live demos to attract attendees, while chatbots can send push notifications to event app users nearby to promote the booth.
Post-event analysis to improve future events and ROI
For post-event analysis, organizers can create automated surveys and use AI to extract insights from attendees’ answers. This will enable organizers to know which parts of the event resonated with attendees and which parts did go over well with the crowd. Social media posts and comments are also great areas for the AI to analyze for feedback. These insights can be used to refine the event experience for future editions, with organizers making better data-driven decisions. Collecting and analyzing sufficient data will allow organizers to better track revenue and return on investment (ROI), as well as create more comprehensive reports for sponsors, exhibitors, and other stakeholders.
As activity in the MICE industry ramps up, businesses are increasingly turning towards data analytics and AI. Data-driven decision making and real-time monitoring ensures a smoother flow of events and better experiences for attendees, enabling more efficient use of resources and providing organizers with a competitive edge. Harnessing the benefits of data analytics and AI is fast becoming a necessity to avoid being left behind as the MICE industry heads toward bigger and brighter prospects.
Jadd Elliot Dib is the founder and CEO of data analytics platform Pangaea X, which allows clients from all industries to access high-quality, specialized data analytics talent.
The meetings, incentives, conferences, and exhibitions (MICE) industry has experienced a rebound as economic activity returns to pre-pandemic levels. And, with the MICE industry’s revitalization, data analytics and AI play an important role in enhancing the entire value chain – from the planning and marketing stage to the event's conclusion. Their transformative effect in improving business performance and resilience in an increasingly competitive sector will certainly result in tremendous benefit for MICE businesses.
Data-driven event planning
Data analytics and AI provide organizers with valuable insights from a vast collection of data from past events, allowing them to predict attendance numbers, price tickets optimally, and select the right venues. AI also allows organizers to accurately designate seating arrangements, catering, and staffing needs to minimize waste and maximize efficiency. This prevents over- or under-booking, which is important in providing an exceptional experience for participants and attendees.
Data analytics is also a valuable tool to create targeted marketing campaigns and ensure that outreach efforts reach the right segments of people. Reaching prospective attendees with tailor-made messages improves the chances of a positive response.
Delivering bespoke experiences for attendees
Organizers of MICE events can likewise use data analytics and AI to create personalized itineraries based on attendees’ preferences, suggesting which sessions, networking opportunities, or exhibits would most likely interest them. This allows attendees to make the most out of the event and give them more value for money.
In addition, using AI-powered chatbots will allow attendees to quickly access the information they need, such as schedules, locations, and other FAQs, both before and during an event. Facial recognition and sentiment analysis can analyze attendee expressions, gauging interest and adjusting content or presentations accordingly. Creating frequent touch points using AI can improve attendee engagement and satisfaction with the overall event experience.
Real-time analytics and crowd control
Recent developments in facial recognition technology can allow organizers to implement seamless check-in procedures. Many attendees and organizers agree that on-site registration and check-in is often the most stressful part of an event, so speeding up this process through facial recognition avoids crowding and long waiting times at the entrance.
Used in conjunction with crowd-monitoring technologies such as RFID bracelets and video analytics, AI can determine the movement patterns of people, identifying high-traffic areas and underutilized spaces in real time. It alerts organizers to bottlenecks or overcrowding, so they can adjust seating, entry points, and session schedules and redirect people to lower-density areas to make the event safer for attendees.
Real-time analytics can also benefit booth exhibitors and concessionaires. For example, if the exhibitor notices a drop in foot traffic to their booth, AI can suggest activities such as limited-time giveaways or live demos to attract attendees, while chatbots can send push notifications to event app users nearby to promote the booth.
Post-event analysis to improve future events and ROI
For post-event analysis, organizers can create automated surveys and use AI to extract insights from attendees’ answers. This will enable organizers to know which parts of the event resonated with attendees and which parts did go over well with the crowd. Social media posts and comments are also great areas for the AI to analyze for feedback. These insights can be used to refine the event experience for future editions, with organizers making better data-driven decisions. Collecting and analyzing sufficient data will allow organizers to better track revenue and return on investment (ROI), as well as create more comprehensive reports for sponsors, exhibitors, and other stakeholders.
As activity in the MICE industry ramps up, businesses are increasingly turning towards data analytics and AI. Data-driven decision making and real-time monitoring ensures a smoother flow of events and better experiences for attendees, enabling more efficient use of resources and providing organizers with a competitive edge. Harnessing the benefits of data analytics and AI is fast becoming a necessity to avoid being left behind as the MICE industry heads toward bigger and brighter prospects.
Jadd Elliot Dib is the founder and CEO of data analytics platform Pangaea X, which allows clients from all industries to access high-quality, specialized data analytics talent.
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