Event Data Analysis Certificate Program

Data: The Key to Great Strategy Starts Here

check   CMP Clock Hours: 6

check    Members: $505 / Non-Member: $705


Program Overview

The Event Data Analysis course can best be described as a practitioner’s journey from problem identification to presentation of recommendations. As our roles continue to evolve within the meetings industry, becoming more strategic is at the core of our evolution. But what does it mean to be strategic? Being strategic is not only a critical attribute of leadership but also involves the ongoing practice of making informed decisions, which are based on data, not intuition. As an event strategist, you need the ability to think critically, with a lens that supports overarching goals. You need to be able to extract insights from data and determine the next steps. You need to compare and contrast solutions. You need to form and communicate recommendations in ways stakeholders and executives can easily understand.

To achieve this, you will spend time in this course following a methodology that can be applied to your own work. We begin by identifying a real-world problem you want to solve and discussing the relevant information that needs to be gathered, which will help you understand your problem more fully. Then, using some sample datasets, you will learn how to process the data and derive meaningful insights. While not required, familiarity with some basic Excel skills will be helpful and students will be given a video playlist of basic Excel functions in advance. Lastly, you will learn how to prepare and communicate your recommendations.

Course Details

At the completion of this workshop, you will be on the cutting edge of entrepreneurial strategy and thinking as you:

  • Develop an outline for written business case in the form of a SlideDoc.
  • Define techniques for problem identification.
  • Identify industry trends related to the problem.
  • Identify various data sources.
  • Manage a raw data file and derive insights.
  • Compare a recommendation to alternative solutions.


    Christine “Shimo” Shimasaki


    Christine “Shimo” Shimasaki, CDME, CMP of 2Synergize, LLC, a Simpleview consulting company, is a passionate advocate of the meetings industry. Previously, Shimo served as a full-time consultant for Destinations International (DI), managing the MINT database and the Event Impact Calculator and provided leadership and guidance to the industry with specific meetings market issues and opportunities.

    Under 2synergize, LLC, Shimo continues to help CVBs, convention centers, hotels and corporations serve the events industry by developing collaborative sales strategies with community stakeholders, strong customer relationships and high performing sales and service teams. Shimo has been named a #CMP30 Influencer by Events Industry Council, one of the “25 Most Influential People in the Meetings Industry” by Successful Meetings, and a “Meeting Trendsetter” by Meetings Focus.

    She earned her BS in kinesiology at the University of California, Los Angeles, and her MBA at San Diego State University. She also earned a certificate in E-Learning Instructional Design and is currently on faculty for SDSU Master’s in Meeting and Event Management, teaching Data-Driven Decision Making for Event Professionals. She has served the tourism industry as a board member to PCMA, co-chair of the Performance Measures Initiative for DI, and chair to DI’s Accreditation Board. Shimo authored the Event Room Demand Study, in partnership with Tourism Economics, quantifying for the first-time the volume of rooms booked outside the contracted room block. When she isn’t traveling for business, Shimo loves to go on golf vacations and take short excursions with friends and family.

    Course Registration



    Course Dates:

    9:00 am - 4:00 pm CST

    July 20, 2023 (Live-Online)

    November 15, 2023 (Live-Online)