3 Ways Big Data is Changing Event and Venue Management

3 Ways Big Data is Changing Event and Venue Management

Thursday 13 May 2021

Play the numbers game and use Big Data to excel in the events world.

There’s data, then there’s Big Data. Like Big Pharma or Big Tech, it’s become a banded-around buzz phrase that’s fittingly outgrown its own origins. Simply, though, it points to data that is hefty to process, consisting of a myriad of data sets requiring advanced analytics tools to comprehend.  

Five ‘Vs’ traditionally underpin Big Data. Volume (a huge amount of insights), velocity (real time updates), veracity (high-quality, rich data), variety (an eclectic range of sources) and value (the potential for productivity and profit that the analysis creates). 

A sixth ‘V’, though, could just as easily be added to the sequence: Venue. While Big Data can be mined, harvested and processed in almost every industry imaginable, there’s an organic synergy between Big Data and events. Where we were once forced to rely on tally-counting or till-balancing, event managers are now empowered with the ability to gain insights automatically, opening doors and creating positive knock-on effects.  

1. Enhance engagement in real time 

Events are made by their audiences. From purchases to spaces, activations to content, events provide a playground of interactive opportunities for audience engagement. In any event, some areas of a venue may become neglected or congested, leading to missed business opportunities,  narrowed experiences and potentially negative audience engagement.

Big Data, though, sourced from crowd measurement, movement and mood, allows event managers to instantly ascertain which parts of the event are being missed or becoming overcrowded. You can then use the data insights to channel the crowd into or around spaces, ensuring your venue can be enjoyed by all, without unintentional secret stages or bottlenecks. 


2. Analyse data from a huge line-up of sources 

Data sources are as wide-ranging and far-reaching as they’ve ever been. Whether it’s NFC, RFID, video analytics, social media, or digital footprints, events managers can now gather data from a huge range of digital and physical sources. 

Big Data, enables you to see the big picture, covering all angles of audience experience. This makes it possible to automatically monitor the behaviour of your attendees offline and online, not only making sure that they’re always having the best time possible, but also that they’ll have an even better one next time. 

3. Break the mould by shaping your crowd 

The power to receive and analyse swathes of data in real-time using Dynamic Crowd Measurement (DCM), helps event managers transform crowds from volatile bodies into malleable, shapeable entities. DCM ensures you’re always on top of your audience’s size, distancing, density, location and flow, allowing event managers to make informed, in the moment decisions to tweak crowd dispersion, mood and engagement.

Aside from bolstering safety, it also means that your audience won’t have to put up with hold-ups that might negatively impact their experience - ensuring that it’s only the data, not the queues, that remain big. 

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