With more advanced event marketing technology, companies are now able to capture data — from dietary preferences to interest in various sessions at a conference — at every stage of the event lifecycle for a more personalized experience before, during, and after an event ends.
With this data, brands can automate better post-event follow-ups and personalize their outreach based on guest data (i.e. who showed up to an event, which sessions they attended, how long they stayed, etc.), which is integral to accelerating sales cycles and improving customer engagement.
As data and technology improves and more brands invest, here's what the future looks like: conferences will be able to tell guests that a session they might be interested in is 90% full an hour before it even begins, or brands will be able to tailor future sessions' content to specific guests based on post-event survey data.