Personal interaction is a cornerstone of live events, but as more marketers embrace the use of events as a sales strategy, there’s talk of opportunities for innovation within the space. Eighty-seven percent of C-suite executives say they plan on investing more in live events in the future, and 28% of companies are now allocating more than 20% of their marketing budgets to organizing events, according to a survey by the event planning vendor Bizzabo.
Leveraging artificial intelligence and machine learning algorithms, vendors are finding ways to streamline some of the most complex operations—such as estimating the number of attendees and anticipating how many products each attendee will need—in live event organizing. Organizers are also saving money on temporary staff, more efficiently engaging attendees, leveraging untapped marketing opportunities, and delivering a better ROI to exhibitors all with the use of AI and machine learning technology.
Here are six vendors in the space right now.
DoubleDutch is an end-to-end event engagement technology vendor that specializes in finding new ways to leverage AI and machine learning to improve large events and conferences. DoubleDutch’s software facilitates in-person meetings, which makes it easier for event organizers and attendees to meet up at large gatherings. DoubleDutch has also developed an app that event attendees can use to communicate. The app assigns attendees influencer scores (similar to Klout scores) based on more than 180 data points. A polling feature also works quickly enough that event organizers can poll attendees and take action based on the results in real-time.
A networking and management platform for events, ExpoPlatform is powered by AI and machine learning algorithms. ExpoPlatform uses machine learning algorithms to analyze the behaviors of event attendees, including the answers that attendees provide when they fill out registration questionnaires. The platform then automatically offers the best suggestions, matches, and leads for attendees based on the available data. ExpoPlatform’s modular system includes ticketing, a website builder, management tools, interactive floor planning, and event analytics.
Launched by SpiceFactory in 2017, Sava is a white-label events platform that streamlines the event management process for organizers. Sava’s platform includes an AI-powered chatbot. Chatbots can be launched on a number of messaging platforms (including Facebook Messenger, Slack, and Kik), allowing attendees to receive answers to basic questions, like the time of an event or what’s on the agenda, without involving the organizer personally. Branded event chatbots also learn from previous interactions to predict needs and guide attendees through conferences.
The event technology firm Bizzabo utilizes an “event cloud” to help marketers plan their events. In addition to handling all aspects of event marketing, management, and registration, and integrating with a number of third-party analytics solutions, Bizzabo has incorporated machine learning into its platform by encouraging the use of chatbots. Bizzabo encourages event organizers to integrate chatbots into how attendees purchase tickets and rent booths. Organizers can also use chatbots, like Surveybot for Facebook Messenger, to create polls for their attendees.
Cvent’s cloud-based events management software platform is one of the most well-known in the event management industry. Cvent’s technology allows marketers to capture data from their audiences via attendance tracking, instant feedback, and pre- and post-event surveys and analytics. In addition to general events management, Cvent’s platform includes specialized features for the hospitality industry. In 2012, Cvent acquired CrowdCompass, which developed events management software native to mobile.
6. Presdo Match
Presdo Match’s events app was designed for organizers looking to create business opportunities. The company’s platform can be used by organizers and planners to understand attendee behaviors, engage attendees across events, and importantly, to facilitate networking with the use of “deep relationship-building” tools. Event attendees are encouraged to create profiles, which Presdo Match turns into a searchable database. Presdo then makes personal recommendations for every attendee based on shared interests that are relevant to each specific event.
Stephanie Miles is a senior editor at Street Fight.