A caveat to this section: This is more in the “ninja moves” category of collecting event data, and if you can’t solve for this today, it’s okay. My advice is that if you’re not in a place where you could capture this data today, bookmark the idea and start creating processes to get to this place.
Once you’ve solved for capturing check-in data, it’s time to level-up and start understanding how long your attendees are staying at your virtual event. By capturing this data, it will allow you to optimize for the duration of future events because you’ll know how much attention your audience is willing to give. (Hint hint: It’s not six hours, but probably more like 60 minutes.)
A lot of marketers are hosting their smaller virtual events on Zoom meetings. It’s simple, it's easy to set up, and just about everyone in the world is familiar with the tool since it’s been a favorite for both professional and personal use since COVID-19 came to town.
However, Zoom meetings can create some data black holes ... or so I thought. After listening to Ryan Duffy, VP of Corporate Partnerships at Declare, present at a Splash user group meet-up last month, I learned that if you log into your profile on the Zoom web app and head into Reports → Usage, you can find out exactly how long each unique user stayed in the Zoom room.
We’re just scratching the surface of what data you’re able to capture at virtual events. As someone who likes to look for silver linings, event marketers have an awesome opportunity right now to get a deeper understanding of who their audience is than if we were hosting live events.
What’s even cooler about being an event marketer during this unprecedented shift is you get to write the book on what virtual events should look like, what data truly matters, and how you can evolve your strategy to get the most bang for your buck. As a perpetual learner and someone who is fascinated by listening to customer experiences with virtual events, if you have ideas that need a spotlight, hit me up on LinkedIn and let’s chat.