Application of Data Analytics in the Events Industry

Abstract

This research examined the data analytics practices used within the events industry and the value of such applications. This study consisted of an interpretive case review of current companies within the events industry. The interview process explained the current practices being used to collect and analyze data. The common themes revealed data analytics are being used to evaluate, redesign, and enhance company performance, marketing strategy, decision guidelines, and economics. The study shows data collection and analysis is mostly focused on determining what consumers want and are looking for within the industry. The findings of this study support the importance of applying data analytics within industry-related companies to be financially successful and maintain market-share. Both the results from this study and the literature used indicate the significance of data analytics and the tremendous amount of opportunity buried beneath the application of data, although there is still room for growth.