Through virtual channels, there is the opportunity to gain a much deeper understanding of the attendees and their engagement. Virtual events should demonstrate the ability to collect and share data on the full audience journey, including audience interactions, polling, session dwell times and content consumption. Sponsors should expect full access to this data in order to fully maximise on lead generation and measure ROI.
This data will empower you to profile leads in order to personalise follow up engagements, as well as informing your broader content strategy. Certain platforms such as On24 have sophisticated algorithms, personalising targeted content on the event homepage based on attendees' interactions. Where possible, the platform used should allow suppliers to integrate the data directly to their sponsor's CRM systems. On registration, attendees should also be required to fill out audience profiles to give a deeper understanding of intent and motivation.