Hybrid event analytics: evaluating data for virtual and in-person components
Hybrid event analytics require a consistent approach from organizers to analyze and report data from virtual and in-person components.
As leading event professionals have pointed out, data is a key differential of virtual events.
The shift to virtual has brought richer event data analytics, but attendees´ craving for in-person experience and connections remains.
So, how is hybrid event analytics going to work? How can organizers evaluate data relating to the same event but from two distinct formats?
In this article, we´ll tackle hybrid event analytics, looking at virtual event analytics, in-person event analytics, and how to analyze them in tandem.
First, the virtual side of hybrid will undoubtedly remain an essential component of the overall event analytics.
Indeed, virtual event platforms such as InEvent have been increasingly popular because they offer in-depth data, going beyond attendance.
Commonly available in intuitive graphs, the data covers a range of interactions related to event participation, engagement, and networking. For instance, this includes average viewing time per session, polls responses, and messages exchanged between attendees.
This data has been highly rated among event professionals because it delves into granular attendees’ behavior. Consequently, it gives organizers insights on whether attendees were truly engaged and which activities captured their attention most effectively.
Distinctively, the data analytics are available within the platform dashboards, can be easily exported, and are accessible in real-time. This allows instant monitoring of attendees’ behavior and facilitates post-event reporting for organizers.
In-Person Event Analytics
In-person events analytics have been highlighted as a weak point when compared to their virtual counterparts. Yet, that doesn´t necessarily have to be the case.
At first, the in-person component of hybrid is likely to be small since mass gatherings are not possible. In that scenario, organizers´ focus is often centered around building an interpersonal emotional connection.
Keeping that in mind, collecting attendees’ feedback on-site may prove the best way to determine whether the event met or surpassed expectations. While the personal experience could be difficult to quantify, using an NPS score is a good alternative to evaluate attendees´ satisfaction.
However, as vaccines reach most of the population, the in-person component of hybrid will undoubtedly scale up. In that line, venues are progressively adapting to the hybrid format, and on-site technology can help event organizers uncover valuable insights.
For instance, NFC wristbands enable a smooth check-in of attendees at the event and at different event sessions. Importantly, they help event organizers identify how many attendees attended each session and how long they stayed at the event.
Similarly, on-site data collectors can help exhibitors capture visitors´ information and facilitate the follow-up after the event.
Additionally, spatial analytics technology is emerging as an effective way to measure attendees´ behavior on-site. Footfall sensors can accurately track dwell time, conversion rates of passers-by to engaged participants, and journey patterns.
As a result, event organizers and exhibitors are increasingly able to measure event ROI and build quantitative performance reports. In turn, this data can help event planners optimize the in-person experience to boost visitor engagement.
Centralized Hybrid Event Reporting
Crucially, the in-person and virtual parts of a hybrid event need to be analyzed in tandem. They may be reaching different target audiences, but these two components are intertwined.
Therefore, software that measures and centralizes virtual and in-person event data can prove highly valuable. Specialized hybrid event platforms come into play precisely to fill that need.
Using platforms such as InEvent, you can create custom reports comparing data from the two event formats, giving you a clear picture of what activities performed best and what can be improved.
Similarly, a sponsor can access the platform to compare the performance of the physical and virtual booths and determine one brought more leads.
In summary, hybrid events are expected to grow in the coming months. Along with them, will come various challenges for event organizers, with event data analytics being a crucial one among them.
The depth of virtual event data has highly pleased organizers, but in-person event data is progressively catching up thanks to technology developments. To analyze and report hybrid event data, event professionals need to take a coherent approach.
Data-driven hybrid event platforms can prove to be a valuable solution, as they allow centralized reporting comparing diverse data points from in-person and virtual components.
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