“We wanted to create a unique product unlike any other in the marketplace to unleash the extraordinary power of data to advance research, identify industry trends and create predictive analytics that will guide business event professionals to make informed and strategic business decisions,” said Sherrif Karamat, CAE, president and CEO of PCMA.
PCMA developed the new tool, which is named BEAM (Business Events Analytics/Metrics), in partnership with Infogroup of Dallas, Texas, a leader in big data intelligence and marketing technology. Destinations International, a Washington, D.C.-based international resource for destination marketing professionals will be PCMA’s marketing partner for BEAM.
How it works
According to PCMA, BEAM will provide a comprehensive view of the business events industry by leveraging a portfolio of data sources to better understand individuals, organizations and face-to-face events. The data will help predict behaviours of business events participants to help professionals deliver a more strategic, engaging and relevant experience.
The association says BEAM will:
- Manage big data by organizing large, unstructured amounts of data that reveal patterns and trends, especially relating to human behaviours and interactions.
- Provide events insights from all industries that participate in business events, including technology, hospitality, venues and destinations.
- Provide industry insights that can be tailored to each BEAM participant’s needs.
- Provide a data hygiene process, allowing participants to ensure their CRM data is not outdated, erroneous or redundant.
Privacy and security
Infogroup will independently manage the data and analytics process to ensure the service meets data security and privacy standards. BEAM participants will only have access to their own proprietary data. PCMA will not have access to any data portfolio other than its own. Any data intelligence or analytics generated by BEAM will not identify individual information.
Access to BEAM intelligence is granted on a 12-month rolling license.
The tool is currently in pre-sales mode.