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Data Analysis Skills a New Must-Have in the Virtual Events World?

By: Maryna Kaduchenko | Published by MPI Toronto Chapter | May 10, 2021

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Was your last in-person event a success? How did you know? Maybe you observed the guests enjoying themselves until 3 am, so you had to start cleaning off gently letting them know it is time to leave? The methods you used might not work when you measure performance of your virtual event.

What data you collect, what to do with it, and how it differs from an in-person event should all be top of mind for event planners making the switch to virtual. In today's changing world, event & meeting management professionals are expected to have the skills necessary to plan and execute both live and virtual events.  


There are just so many ways you can benefit from collecting your data, such as improve your attendee experience, adjust your marketing, personalize the program and most importantly you can provide sponsors with insights. Virtual event analytics will help you paint a vivid picture of each attendees' experience.

What data you might want to collect:

  • Number of views and engagement
  • Videos watched
  • PDFs viewed
  • The number of contacts attendees made at events. 
  • Quizzes taken
  • Booths visited
  • Demographics
  • Location
  • What device used
  • Personal Identifiable Information

Now the question is how to measure it? Data will be wasted if you do not have the tool to capture it. Depending on your goals and objectives it is your task to find the right data collection & analytics software/company.

Things to keep in mind 

Know the regulations around data collection, and before you collect any data you will have to obtain a consent. 

For more information, take a look at the Canadian Privacy and Consent Guidelines.

Good luck!

Spring 2021 Issue Coming Soon

Interested in reading more on data analytics?
Don’t miss the upcoming Spring issue of meeting Magazine, ‘What’s Next?’.
The Spring issue is coming soon to an inbox near you!

About the Author:

Maryna Kaduchenko
Special Events Management Student
George Brown College



Maryna Kaduchenko | Published by MPI Toronto Chapter

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