Using Data from Mobile Apps to Achieve Non-Event Goals

Posted by Matt Milloway on Feb 03, 2016

Data obtained from mobile event apps represents great value to event hosts, yet few companies and organizations utilize analytics outside of download statistics and page views for sponsor ads. By considering how to leverage other types of data to achieve marketing aims, event hosts are able to extend the benefits of app metrics to big-picture goals outside of the meeting, conference, or trade show. Continue reading to better understand how mobile event app data can greatly enhance marketing campaigns and sales efforts in virtually any industry. 

Targeting Customers

While not every event is an obvious call to generate new customers or clients, most companies and organizations own a product, service, or membership to sell attendees in the industry and greatly benefit from a better approach to targeting existing and potential leads. Mobile event apps providing a great sources of industry information also draws users who cannot attend the event and serves to increase the potential a mobile app draws qualified leads and existing customers to one source ripe for data mining. 

A mobile app user authentication feature requires event attendees to register in the app with a valid email address before access key event content. By replacing anonymous app users with a database of registered participants, event hosts can easily place attendees in one of two buckets: those who are existing customers or clients and those who are not. Using this data enables event hosts to send targeted messages to different subsets of users. Consider upselling existing customers with a better product, membership package, and so forth, while new leads are sent a completely different pitch. The possibilities are endless to organize app users in ways to personalize and segment marketing efforts with in-app content or through email. 

Identify Opportunities 

Events are great opportunities to receive valuable feedback from a building full of qualified experts whose opinions greatly impact the industry and the success of marketing campaigns. Imagine a scenario where five potential and future products are highlighted in a section of the app—each with an image and teaser message enabling a user can select the item and view a full set of details. Event hosts can leverage data after the event to determine which product created the most interest by analyzing page views or perhaps implementing a questionnaire in the app to see if attendee’s responses match their actions. 

Improve and Streamline Marketing Campaigns

Use existing data to improve and streamline future marketing efforts. Did existing customers gravitate towards a certain marketing message in the app? Are potential leads more intrigued by product brochures in the mobile app or videos? In addition to targeting different segments of users and identifying new opportunities, old methods can be tweaked or discarded, while new marketing methods can evolve over time. Balance app analytics measured behind the scenes with in-app surveys and even live polling—all coupled with tracking activity over social media, email, and more. 

The Bottom Line

Mobile apps give event hosts an abundance of usage analytics ready to be utilized to improve business goals outside of the individual events. Marketing gains are important for any company or organization—regardless of intention—and are only helped by better access to data. Leverage app analytics, user authentication, and features like surveys or live polling to better understand attendees and even those not appearing at the event. 

To discuss the use of mobile event application data and to speak with an AppBurst representative: