When you think of AI, what emoji would you use to describe how it makes you feel?
This was the question we posed at our product launch event for Attendance Insights, Splash’s newest innovation and the event technology industry’s first predictive AI tool.
It’s amazing how AI can evoke so many feelings. From being starstruck and mind-blown to confused and scared, we saw it all.
I don’t think anyone is surprised by the range of feelings about AI. The sheer number of AI tools for marketers is overwhelming. At the same time, these tools can create huge efficiencies and help solve some of the biggest event marketing challenges.
At Splash, we launched Attendance Insights to help event professionals with something that never fails to keep them up at night: event attendance.
Attendance Insights is a predictive AI tool developed by Splash to help event organizers predict event attendance. As you get closer to the event date, the prediction gets more accurate. But it doesn’t stop there.
The tool also gives data-backed, actionable insights that you can use, both in and out of Splash, to meet and exceed your attendance goals.
Attendance Insights has been learning from tens of thousands of events hosted on Splash over the past five years. It’s been looking at a range of critical data points — like email performance, landing page traffic, when events are hosted, guest personas, number of registrations, company industry, guest list size, and much more — to identify what has worked to boost attendance.
For example, based on your event demographics and historical event data, Splash may recommend you invite X more decision makers or schedule an extra reminder email on X day to hit your attendance goal. (By the way, we hosted CMO AI advisor Nicole Leffer at our launch event, and she gave some great ideas on how to leverage generative AI when taking action on Splash’s recommendations.)
Bottom line: It knows what the best-performing events in Splash have done, and it shares those data points and ideas with you.
For marketers, change is constant. And we’ve seen a ton of change over the past few years: new jargon, new tactics, new channels, and new challenges. (A pandemic, anyone?)
Now, we’re onto the next phase: AI and its role in event programs.
And just as we evolved as an industry when the pandemic hit, we’ll have to evolve with AI and embrace these tools.
So how do we do that? By acquiring new skills, designing our internal processes for using AI, and optimizing the application of these skills and tools every single day.
At the beginning of our AI journey, we had a lot of customer conversations about how to approach building our first AI tool. The key questions we asked: What are the event marketers’ biggest pain points, and what kind of tool could help solve those challenges?
What we realized is that the single most important thing for marketing leaders is to get revenue in the room. That’s the only way they can build awareness, create pipeline, and ultimately, drive revenue. And that starts with event attendance.
With Attendance Insights, Splash is doubling down on data-driven decision making, to help marketers get deeper understandings of what works in their buyer journeys. We are looking beyond the generic tools and generative capabilities, and offering predictive analytics capabilities to support and improve marketing outcomes in real time.
Marketers can eliminate burdens, work smarter, and shift from a tactical focus to a strategic one. This is so important as market conditions and budget constraints continue to challenge marketing teams.
Since Splash’s inception, our focus has been on helping event professionals from some of the world’s top brands implement their event-led growth strategies, which help them get more engagement, pipeline, and revenue from their event channels.
For more than five years, we’ve studied these events and generated insights to train our AI model — and these are the insights the Splash AI tool uses when giving customers actionable tips for predicting, improving, and optimizing their event programs.
Our community gets insight into what some of the best marketers in the world are doing and can tap into that for their own success.
