Cvent study uncovers a need for a more technology-driven approach

Cvent has shared the results of their latest research into the Australian and New Zealand events industry.

Despite the evolution of technology and rising attendee expectations, the results from the study show that the problems faced by event planners and marketers remain the same – from obscurity in meetings and events budgets, difficulty proving ROI and overall event success, to dealing with inefficiencies in manual processes.

“Over 60 per cent of event professionals in Australia and New Zealand are still largely dependent on manual processes when it comes to their event management and marketing needs,” said Jack Ukil, director of sales at Cvent Australia.

“What is most concerning about this finding is that they are missing out on crucial data and insights that event technology can offer – giving them the ability to compile more accurate event reporting.”

The study also shows 68 per cent of respondents check-in attendees manually using Excel spreadsheets or via paper sign-in.

Nearly 60 per cent of respondents stated they are using Excel spreadsheets, email responses, or walk-in registration tactics to register attendees, while only 12 per cent of respondents preferred using mobile apps over other engagement tactics.

Two in three (65 per cent) of respondents stated they were either not tracking session attendance at all or tracking it manually with paper sign-in sheets, while only 12 per cent of the respondents use the data gathered onsite to improve the onsite execution and attendee experience of the event itself.

Regarding budgets and ROI, only 29 per cent of respondents expected to see an increase in their event budget, while 62 per cent said it would remain the same.

While 50 per cent of respondents cited ROI to be the most influential factor behind their event decisions, nearly 60 per cent of total respondents have trouble proving it.

“There is a general lack of awareness about the benefits event technology can bring – not just to the event organiser, but to the overall attendee experience,” Ukil said.