A new report from the Center for Exhibition Industry Research shows that 68 percent of B2B exhibition organizers are engaging – or will engage – in data analytics within the next year.
About 95 percent of people who currently use analytics say they do so to support decision-making efforts for attendee marketing. At the moment, B2B exhibitors are using analytics tools for basic activities — about 82 percent of respondents use general software like Excel and Access, while 76 percent use function-specific tools, such as marketing software or CRM.
However, outside research shows that B2B marketers as a whole remain dedicated to analytics and the ROI they can offer later down the line.
Marketers Plan to Invest in Data
A survey released by ON24, a webinar marketing solution provider, recently found that 87 percent of marketers will boost their analytics investments over the next year. Additionally, 97 percent of survey respondents said that this data has undoubtedly made their business more successful.
“As marketers continue to rely on increasingly sophisticated tools, the integral role of data on all facets of marketing becomes more evident,” said Ken Robinson, chief marketing officer for ON24.
But will marketers be able to gather this critical data at their trade shows?
Regardless, research indicates that marketers are committed to physical events. In the “State of B2B Marketing” report released by Regalix Research, 79 percent of marketers said that events such as exhibitions provide better ROI than other elements in their overall marketing mix.
Additionally, 64 percent of B2B marketers said that they see their event marketing budgets increasing within the next year.