61% of event marketers say data capture must improve

Most event marketers feel data capture at their events could improve and 5% don't track post-event follow up, according to a survey from IET venues.

61 per cent of event marketers say data capture must improve
61 per cent of event marketers say data capture must improve

When asked how effective their data capture was, 61% of event marketers said it needed to improve, including 17% who answered that "it could be a lot better".

Seventy seven per cent used business cards to obtain information from visitors, while badge scanning was the most common method with 84% of respondents using it. Smaller numbers used enquiry forms and competitions.

When asked about how they use data after an event, 5% said following up leads wasn’t successful at all and 1% didn’t do anything at all with the data once collected.

After data was captured, more than half of marketers passed it onto a sales team to follow up.

The survey questioned 84 event marketers at Square Meal Venues and Events show, who put on an average of two events a year.

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