IMG_0215“You can’t manage what you can’t measure”

Opening the final session of today’s Event Technology Conference with the above quote, Zubin Bhettay from DoubleDutch highlighted how the proliferation of smartphones.

Talking about the importance of data and the role it plays in how events are marketed, he told delegates that 90% of all data that exists today has been created in the last two years, with more people in the world owning smartphones than they do toothbrushes.  With budgets being scrutinised more and more, organisers need to be able to justify advertising with quantifiable analytics.

“Smartphones and tablet devices are creating a world of persistent connectivity.  We don’t yet know how this connectivity is truly going to impact not just on events, but on the way in which people interact full stop.  As a company, we believe in pulling the various social media elements together in to single contact points.  The future attendee is going to be engaging across multiple platforms, so there is a major market for tools that unify them.”

Zubin closed by saying that it is important for businesses and events to understand their target market and to identify which platforms represent the most productive ways to generate data and engage with customers, whether that be Facebook for B2C businesses or Google+ for B2B.