Whether you're in event planning, digital marketing, HR or sales, chances are you'd agree that the more accurately your team can address the needs of its audience, the better. There's no shortage of behavior-based data available from traditional email and digital activities — say, tracking which whitepaper a prospect downloaded or employee performance reviews. Live events, however, have long been a blind spot when it comes to gathering attendee insights.
That's a pity since attendee engagement data — what sessions did they attend, what topics are they interested in, etc. — provides valuable insight that purely digital platforms do not. That data is particularly helpful because it is based on real-world actions, a stronger indicator of intent than simply reading a whitepaper or opening an email. DoubleDutch is helping our customers better understand this type of data with a new way to categorize your content: topic tagging.
Why Does Topic Tagging Matter?
Topic tagging allows you to assign topics to sessions when creating the agenda in your event app. After the event, you can pull the data to see a wealth of information about attendees:
- Session attendance
- Bookmarked sessions and topics
- Participation in conversations about sessions, topics, speakers and more
Whether you are hosting an external event or internal event, that data is a goldmine for marketers, sales, HR, and other teams alike (more to come on that topic soon), but for now, let's discuss how to get started topic tagging sessions at your events. The strategy you use will have a big impact on the quality of data you're able to collect during the event — and the value that data will have after the event.
Set Your Tagging Strategy By Working Backwards
The goal with topic tagging is to capture relevant, structured data post-event. So, the natural first step is to identify how you will use this information. A few questions to ask yourself:
- What are key areas of interest that indicate a prospect is high value or ready to buy?
- How does your marketing team segment, identify, and prioritize prospects?
- What engagement data about prospects would be valuable to your sales team?
For internal meeting organizers:
- What are key focus areas you want your employees to be aligned on?
- What information about attendance do you need to track certifications and training requirements?
- What education metrics do you want to be able to report on to your executive team?
Be Clear and Consistent
Make sure your topic tags are clear so that anyone who looks at the post-event data can understand what they're looking at. And if you run several events, use a similar strategy across all of them so you can compare the data across events.
Goldilocks Principle: Avoid Too Many (and Too Few) Topic Tags
Using too many topic tags means you're getting too specific. Too few tags, meanwhile, means you may not be able to learn anything valuable after the event. In general, you can ensure your final data set is more manageable by consolidating multiple sessions under the same tag.
There is no golden rule to determine the ideal number of topics you should create for your event, but topic numbers should generally scale with your event. A multi-day user conference with thousands of sessions and multiple tracks, such as Dreamforce, will obviously have a larger set of topic tags than a one-day sales kickoff with three tracks and 15 sessions.
Remember Why You're Tagging In the First Place
The most important thing to keep in mind when you start to use topic tagging is that data is the ultimate goal. You want to be able to track your audience's behaviors and interests to give you and other teams within your company valuable targeting, education, segmentation and account management information. This powerful capability can be used in so many ways throughout your company, and just a little bit of strategy up front can pay big dividends long after the closing session. We'll explore those specific use cases in a follow up post — stay tuned!
Get started today with Topic Tagging. Learn more here.