Imagine you sit down after successfully throwing an event, only to realize — with a jolt of panic — that it’s time to plan the next one. If that scenario sounds familiar, there’s an ally that can help you face your next event without fear: data.

According to an Association of National Advertisers study, 25 percent of event decision makers don’t analyze or use data when planning an event. Behind the scenes, data-gathering technology can allow event creators and promoters to do everything from predict no-show rates to pinpoint irresistible experiences that pique customer interest.

With better tools and a deeper understanding of how to use them, any corporate marketing director or event planning agency can leverage a wealth of data to plan events that build on previous successes, avoid past pitfalls, and help event professionals ease some of that post-event panic.

Play the Numbers Game

Event data gives organizers the insider details they’re missing, not to mention the traction they need. Prepared to wow your next event audiences and sell more registrations than before? Start with these data collection, analysis, and optimization strategies.

1. Dive into historical data. After your event, collect any available data from online and other technical sources such as your registration platform, event app, or check-in technology. If you analyze the data thoroughly, you can glean something from every bit of it.

For instance, you may want to compare the number of new attendees your event attracted to how many past attendees returned. Alone, that ratio may not reveal much, but when combined with speaker ratings, price points, event length, event destination, and registration channels, it will give you a blueprint to begin crafting exceptional events.

It typically costs more to acquire a new attendee than to draw a return visitor, so get to know past attendees. Use these measurable data points to identify the trends, likes, and dislikes that allow you to continue appealing to your regular eventgoers.

2. Discover how attendees found you. Got pixels? You need them. Tracking pixels are computer codes that collect data on how people came to your page. In other words, they show your highest traffic sources.

This enables you to invest in platforms, such as a specific Facebook ad or an internally driven email marketing campaign, that regularly produce your best earns. As you compare your top traffic sources, examine the copy and images you use. Whatever is contributing to your success, continue capitalizing on it.

3. Scour attendance reports. When event attendees head home, they take their experiences with them. Ask for detailed evaluations at the end of your event, through your event app, and in follow-up emails to attendees.

Pull reports on attendance and note the percentages of no-shows, which will allow you to start to predict which events will have better attendance rates and plan your event spends better. A tighter handle on those numbers can help organizers see whether investing in specific registration channels or certain variables such as reminder emails is necessary.

The same goes for session and speaker ratings, which can indicate the power of your messaging. If the feedback tells you a speaker knocked it out of the park with attendees, you know whom to hire back for future events.

At first, your data reports may seem on the light side, but as you build a collection of them, patterns and trends will emerge. But with each new “aha” moment, you get a glimpse at how to tweak your event’s preparation and execution to retain old audiences and attract new ones. Instead of panicking about the next event, let data make you feel prepared.

Trying to crunch numbers and find patterns that’ll turn your next event into a success? Check out the Eventbrite e-book, “Beyond Registration: Using Data to Supercharge Your Event” for tips on how data use can be the game-changer your event needs.