Today’s event organizers face a dual challenge that almost seems like an oxymoron: Deliver the highly customized experiences event-goers expect while safeguarding attendee data as privacy restrictions intensify. As your attendees gain more control over their data, zero-party data has emerged as the gold standard for ethically collecting attendee insights and achieving superior personalization. Here’s why this powerful tool has the edge over other methods of data collection — and how you can start using it to elevate your event strategy.
But first … what is zero-party data?
Zero-party data is information attendees voluntarily share with you, such as their email address, phone number and reasons for attending. In this exchange, there is a direct relationship between you and the attendee, and all information is gathered with their full knowledge and consent.
It’s a win-win.
Organizers stay in compliance with privacy regulations while building trust and strengthening relationships. Attendees value knowing their responses will be used to their benefit — whether it’s to create a better event experience or reduce unwanted marketing messages. Another advantage: The insights are highly reliable because they come straight from the source.
Let’s explore some approaches for integrating zero-party data into your events:
Personalize the journey.
The demographic questions you ask at registration are vital to building differentiated attendee paths, from outlining segments that truly reflect your audience to tailoring content for customized email campaigns. Be sure to only ask questions you plan to create strategy around in a meaningful way. For example, if you won’t be designing content or programming focused on specific generations, don’t ask for age.
Leverage dynamic content.
Upselling education, membership or other opportunities is key to driving revenue, but you’ll waste valuable digital space by serving your prospects offerings that may be irrelevant to their needs. Dynamic email blocks that use logic from your registration data can be used to match vendors to their target segments and provide attendees with the right incentives, such as discount codes or continuing education credit.
Create bespoke event experiences.
If attendees are telling you what they’re interested in, why not tailor sessions, speakers and other event content to suit it — and segment your email campaign to match? Include customized suggested agendas based on specific segments or personas, or feature recommended itineraries based on a preferred conference track.
Get people talking.
Facilitate networking by helping event-goers find and create more meaningful peer connections through matches based on shared interests, goals or other criteria. Zero-party data can also be used to make matchmaking more seamless between buyers and exhibitors.
Spark enthusiasm with gamification.
Use gamification techniques to turn data collection from a chore into a score — for you and your audience. Embracing game-based strategies with contests, quizzes and interactive experiences can entice attendees to share and feel more connected to your event.
Turn your post-show surveys into goldmines.
With customized questions — and logic-based follow-ups branching off their responses — attendees can give you a better understanding of how to satisfy your community, entice alumni to return, and acquire new audiences with similar profiles. Be sure to include a question that measures your Net Promoter Score to help build brand loyalty and put the power of word-of-mouth to work for you.
By weaving together threads of information you are likely already collecting from various touchpoints — registration, email, association management software, and beyond — you can create tailored experiences that not only boost attendee satisfaction but also strengthen relationships with exhibitors, sponsors and partners, while driving long-term growth.
