September 12, 2023

How to Use Data to Drive Events Business Strategy

Oyinlola Akindele · 1 minute read

At the heart of the Clarion Events business is its Customer Centricity project.

In today's business world, data is everything. The ability to collect, analyze, and act on data is the key to success for any company, no matter its size or industry. But what many exhibitions businesses don't often realize is that data can be used not only to improve individual event decisions but also to shape overall brand strategy for its company.

As our client, James McGough, Managing Director at Clarion Events tells us, "It just gives me the information that I want and it makes me feel secure about my brand strategy."

Being presented with correctly analyzed data, organizers can gain insights into what's working and what's not, which can help you make better decisions about your events, your portfolio, and your company as a whole.

In our recent case study, we explore how Clarion Events have been utilizing research and data to drive its brand strategy, company-wide.

"Clarion used the research collated to benchmark events and portfolios against other shows within their sector and to find the relative importance of their event versus competitive events. It enabled the team to understand its market share in each sector as well as the perceived importance of attending one of its events." - Clarion Events Case Study