What data does event intelligence rely on?
The raw material is the data every event naturally produces. Exhibitor catalogs, attendee lists, speaker lineups, the sectors represented, the countries of origin and the record of past editions. In its native state that data is scattered across event websites, apps and PDF catalogs, in formats built for browsing rather than analysis.
Intelligence starts with structure. Each company is identified, deduplicated and enriched with firmographic information, such as its sector, headcount, country and web presence. On that foundation, fit criteria drawn from the user’s ideal customer profile rank the thousands of companies at a show by their commercial value for one specific team. The same data also works in aggregate, making it possible to compare events by the actual quality of their audience instead of the organizer’s brochure.
Who uses event intelligence and why?
The natural users are B2B sales and marketing teams that invest in events, from a company exhibiting at three shows a year to one covering its industry’s full calendar. They apply it at three moments. Before committing budget, to choose events based on who actually attends. Before traveling, to prepare outreach and arrive with meetings booked instead of hoping for booth traffic. And after each event, to measure which shows produced real pipeline and adjust next year’s calendar accordingly, with trade show ROI computed on real data.
DataOrigin is an event intelligence platform. It identifies the companies present at hundreds of European trade shows, enriches their profiles and ranks them against each user’s ideal customer profile, an approach we describe on our solution page.