How Credit Unions Can Capture and Use Virtual and Hybrid Event Data

Credit unions have robust event calendars filled with annual meetings, networking sessions and workshops covering topics like budgeting, mortgages and investment basics. Today, credit unions are hosting these events in virtual and hybrid formats.

Virtual and hybrid events provide credit union event organizers access to a treasure trove of data. Digital event platforms with integrated analytical reporting features allow credit unions to tap into rich data to generate leads and build and maintain strong connections with current members.

Importance of Capturing Event Data

Event data is information gathered before, during and after events that helps event planners understand participant behaviors and interactions across each stage of the event journey. With webcasting technology, every touchpoint in the event is trackable. Marketers are using this critical first-party data to measure the overall success of events and optimize their marketing strategies.

Capturing first-party data is more important than ever as a cookieless future looms. Today, many web browsers such as Safari, Firefox and others no longer support the third-party cookies that marketers rely on for marketing and ad targeting. Google Chrome also intends to phase out support for third-party cookies in 2025.

A cookie-free environment means credit union marketers must transition to new ways of sourcing the first-party data needed to help inform marketing strategies and fill pipelines.

Event data sourced directly from credit union members and prospects can play a critical role in helping marketers deliver more personalized experiences to ensure they are marketing the right services to the right members at the right time.

Benefits of Event Data

Virtual and hybrid events can provide valuable insights for credit unions into the interests, pain points, and preferences of members and potential leads.

Event analytics integrated into event strategies is key to measuring event success and ROI, generating leads and maintaining connections with participants long-term.

Capturing Event Data

The first step in capturing valuable event data is to clearly define the event goals. Whether it is launching new services, increasing awareness of financial products or building brand awareness, credit union marketers should establish the purpose of the event to determine what data is most valuable to collect.

Some digital event technology takes it a step further by integrating with CRM systems, making it easier for marketers to capture the event data they need, and providing analytics and insights across the entire attendee journey.

Before an event, marketers can collect user data and contact preferences through registration forms such as names, email addresses, company roles and demographics. Credit union marketers can also track engagement with promotional messaging and channels such as social media posts and emails to identify which channels and messaging resonate best with target audiences.

During an event, polls and surveys are an effective way to collect targeted information from participants. Marketers can also track engagement metrics such as how long participants spent in each session, what questions were asked, what videos were viewed, what content was clicked on and what sessions had the most engagement. Monitoring chat rooms during the event is another way marketers can determine which topics are most engaging to members and prospects.

After the event, marketers can collect valuable data through personalized post-event surveys. Insights can also be surfaced by analyzing data related to who is accessing on-demand event content and videos.

Leveraging Event Data

Event planners and credit union marketers can leverage data analytics in several powerful ways.

One way is to determine the effectiveness of event marketing strategies and measure how well an event performed in achieving stated goals. Using these analytics, marketers can pinpoint what worked and what did not work in an event, gaining the critical insights needed to improve future events and fine-tune marketing strategies.

Credit unions can use demographic information captured from virtual and hybrid event registrations to anticipate needs and develop more targeted and segmented campaigns that are highly relevant to members but essential in fostering stronger relationships.

Data can also be used to keep connections and conversations going with participants long after the event has ended. This data increases understanding of attendee preferences and interests, allowing credit union marketers to personalize communication and develop more relevant marketing messages. Data like this can help credit union marketers more effectively tailor solutions and offers designed to increase member satisfaction and loyalty and attract new members.

In today’s number-driven world, data is an essential tool for optimizing marketing campaigns and driving credit union performance. Virtual and hybrid events provide a rich source of first-party data that allows credit union marketers to better understand member preferences, pain points and needs, helping to enhance the overall member experience.

Michele Dobnikar is President of the Phoenix, Ariz.-based webcasting solutions provider GlobalMeet.