Choosing the right metrics
From registration numbers to social media engagement, almost everything is measurable, but as Garcia notes, “not everything matters equally”. The solution is to start with clearly defined objectives and then identify the key performance indicators that align with those goals. The article Emotional data: future of event measurement? underlines how metrics can and should extend beyond clicks and attendance, capturing insights into an audience’s emotional responses. This deeper level of measurement helps organisations shift their thinking from simple volume metrics to a richer understanding of attendee behaviour and feelings.
Targeting new and diverse audiences
Audiences today demand personalisation. Here, data can reveal where the gaps lie and which demographics remain underrepresented or underserved. Garcia points out that social listening and advanced analytics tools can help identify overlooked groups but cautions that reaching them requires authentic engagement rather than superficial messaging.
Listening in real time
Another important aspect of social listening is its ability to track sentiment and trending conversations. It allows event organisers to make on-the-fly adjustments, whether they are amplifying popular sessions or addressing attendee concerns in real time. However, Garcia warns about blind faith in sentiment analysis, noting that algorithms can inherit biases or misread tones such as sarcasm. Context, human oversight and an awareness of who might be missing from popular platforms are all crucial when interpreting social data.
Predictive modelling and personalisation
Data’s power is best illustrated when it moves from retrospective analysis to predictive modelling. Garcia describes scenarios where AI can anticipate attendee behaviour and suggest targeted promotions. Identifying a pattern of high engagement with pre-event apps often translates into higher uptake of premium ticket packages, he says. By capitalising on these insights, event organisers can offer tailored promotions that increase attendee satisfaction and revenue simultaneously.
The results of the data-led marketing campaign for the WoodWorks Summit referenced below reinforce the potential of predictive modelling, showing how the right message delivered at the right time can reshape an event’s success.
Balancing targeting with privacy
While advanced analytics enable precise personalisation, they also come with ethical responsibilities. Garcia reminds us that transparency and clear consent are non-negotiable when collecting and using attendee data. Regulations like GDPR require a proactive approach to data minimisation and protection. Measuring must be done with utmost respect for attendees' privacy and comfort, ensuring that trust remains central to the relationship.
Turning data into real results
Dashboards and reports that are visually accessible help decision-makers see where to invest resources, how to improve programming and which communications strategies have the biggest impact. The real magic, as Garcia says, is finding the connection between numbers and the experiences they represent. Analytics alone will not transform an event. The human element – knowing how to interpret data, craft stories and implement insights – remains essential. Garcia believes that telling a compelling story about why a particular metric matters can turn even sceptical stakeholders into data champions.
Even the most carefully chosen metrics can be rendered ineffective if they reside in isolated systems. Social media analytics, CRMs, ticketing platforms and mobile applications often generate large volumes of data that remain unconnected. Garcia believes that overcoming these silos requires both the right technologies and a shift in organisational culture.
MCI has developed proprietary tools, such as Trace and OneSystem Plus, to collect and analyse data, but the real advantage lies in how we combine technological innovation with strategic consultancy. Our integrated approach to analytics allows us to craft events and engagement that resonate on a practical, emotional and experiential level for attendees and to maximise ROI for our partners.
Breaking data silos with AI-driven insights
Dashboards and reports that are visually accessible help decision-makers see where to invest resources, how to improve programming and which communications strategies have the biggest impact. The real magic, as Garcia says, is finding the connection between numbers and the experiences they represent. Analytics alone will not transform an event. The human element – knowing how to interpret data, craft stories and implement insights – remains essential. Garcia believes that telling a compelling story about why a particular metric matters can turn even sceptical stakeholders into data champions.
Speaking of "champions", MCI has its own "AI champions" who promote the responsible adoption of AI to enhance the value we offer our clients through better data collection and analysis, amongst other AI strategies. When mci group introduced Microsoft 365 Copilot it was as part of Microsoft's Early Adopter Program, which saw each of these tech cheerleaders receive a Copilot license. Ahead of the group-wide rollout, our AI Champions familiarised themselves its potential and developed use cases to drive wider Copilot adoption and further develop data strategy and analytics expertise within the company. This and other initiatives have reinforced MCI's belief that AI is most powerful when it helps break down data silos and transform raw information into actionable intelligence.
Read more about MCI's collaboration with Microsoft 365 Copilot here.
One of the key insights we’ve gained from this process is that even the most carefully chosen metrics can be rendered ineffective if they reside in isolated systems. Social media analytics, CRMs, ticketing platforms and mobile applications often generate large volumes of data that remain unconnected. Garcia believes that overcoming these silos requires both the right technologies and a shift in organisational culture.
MCI has developed proprietary tools, such as Trace and OneSystem Plus, to collect and analyse data, but the real advantage lies in how we combine technological innovation with strategic consultancy. Our integrated approach to analytics allows us to craft events and engagement that resonate on a practical, emotional and experiential level for attendees and to maximise ROI for our partners.
Converting data in actionable insights
At the Maui Invitational, real-time reporting by OneSystem Plus delivered up-to-the-minute insights into event factors such as ticket sales and sourcing statistics, including hotel bookings. Weekly updates gave the event team the ability to manage capacity in a balanced way and avoid overbooking issues. Customised reports enabled them to act on data promptly, streamlining event logistics, optimising resource use and delivering a seamless attendee experience. With all data consolidated and accessible in real time, operational decisions were faster, more accurate and more cost-effective.
The WoodWorks Summit was a prime example of how strategic targeting can drive tangible results. MCI Canada employed AI-powered audience filtering and personalised messaging to achieve a 73.67% return on investment, proving that a data-led approach can reach, open and convert new audience segments, substantially boosting revenue.
Ready to transform your events and engagement with data-driven strategies that maximise ROI and resonate on a practical, emotional and experiential level for attendees? Contact us today!
MCI Content Team
