User conferences, seminars, tradeshows, road shows… These and other events provide powerful opportunities for organizations to get closer to and learn more about their prospects and customers. Marketers, in particular, stand to benefit as their influence in the buying process becomes more important.

With data captured through events, marketers can build deep attendee profiles, measure engagement, and gauge interests. The information captured can help them not only track what their prospects and customers are doing, but to understand what they’re really interested in. And that’s powerful stuff.

Let’s look more closely at three ways event data can be used to improve marketing outcomes:

1. To Build Deeper Attendee Profiles

During the event registration process, which can also include appointment preference-settings, attendees are updating their demographic and firmographic information. This information can flow into marketing automation and CRM platforms to update or complete customer profiles.

One big upside here is that attendees are much more likely to enter accurate data compared to other strictly lead-generation forms such as whitepaper downloads. Knowing the data will be used to tailor their event experience, leads them to be more forthright.

2. To Measure Engagement

Events are multi-touch engagements. It’s simply not enough for marketers to know that an individual has registered or attended an event. To truly capture the degree of involvement and interaction an attendee has exhibited, marketers need to tap into the level of engagement throughout the event.

Sessions, appointments, interactions with event websites or mobile apps, and social interactions provide both quantitative as well as qualitative measurements of engagement. Additionally, overall averages for all attendees provide the context upon which to gauge individual attendees’ engagement levels.

All of this leads to greater insight and meaning for marketers as they attempt to prioritize and personalize event follow up activities.

3. To Gauge Interests

Data captured at events can provide real insight into what prospects and customers are really interested in. This is probably the most powerful use of event data in the marketing process.The ability to know which session tracks appealed to whom, or the topics a person found most interesting, can help marketers target leads by area of interest into the most appropriate nurturing campaigns or drive them to sales faster. It can also help sales address the right pain points and offer the correct solutions.

When marketers have access to deeper attendee profiles, better measures of engagement, and an improved pulse on customer interests, their marketing activities can be far more effective. All of this data, when captured and combined with existing data held in marketing automation platforms, gives marketers are true leg up in personalizing their communications and follow up activities.