October 31, 2019 by Dave Lutz
It’s difficult to determine what to include — and not include — when collecting attendee data at the time of conference registration. We need to make it easy to click “yes” during the registration process, while also collecting intelligence to drive personalization.
Data fields and pick lists should be normalized and updated across membership, meetings, subscriptions, and all of the organization’s other programs and services. Mandatory fields should be kept to a minimum. Here are five data categories to examine and refine for your customer-intelligence strategy:
One best practice for conference registration? Provide your customers easy access to a prepopulated registration page. This is accomplished by embedding a Personal URL (PURL) into an email invitation or through the registrant providing login credentials to prefill. Customers expect this kind of ease-in-buying experience because it’s similar to ordering from Amazon or booking an airline ticket. Instead of being asked again for firmographics and demographics, registrants just provide updates to their personal profile before completing the transaction. If your process does not include this capability, make plans to implement it for your next conference.
Adapted from Dave’s Forward Thinking column in PCMA’s Convene. Reprinted with permission of Convene, the magazine of the Professional Convention Management Association. ©2019.
What other recommendations to you have for the registration process? What kinds of explicit attendee behaviors benefit your event most?
Filed Under: Event Planning, Event Technology
Your email address will not be published. Required fields are marked *