Event Data Helps Optimize Schedule, Content, Location, and Entertainment

A large automobile industry leader had been hosting their annual dealer meeting in Las Vegas for years, but they started to notice a lack of engagement in the content they were focused on providing at the conference. In order to obtain metrics to validate their assumptions, they tracked all of their sessions, entertainment, show floor (including specific new vehicles) at their conference in Las Vegas, then repeated the same process the next year in Atlanta. Over a six-year process of alternating between Las Vegas and another more neutral location, they made the decision to no longer host their event in Las Vegas and chose one city based on their attendance data. In addition to this, they used the collected information to optimize their event schedule, content types, and entertainment critera to make their event a more informative, but enjoyable experience for their dealers.