Balancing intuition with data in event planning

Balancing intuition with data in event planning

There’s always some gimmick to strategic event planning in the business industry, and it only takes good instincts to observe. Among the most familiar tools, one often uses as a means to attain/maintain business strategies and goals is the data. Event planning data is like a prime strategic weapon. It can serve as a support or accessory component during problematic cases, yet people fail to harness its full potential. Data is bound to increase over time, and an event planner’s ability to manage big data to his/her advantage is highly beneficial.

It can be very tasking when it comes to organizing or keeping up with all data and information. Events professionals typically have much on their plate to ensure constant success in their businesses. This includes creating or developing strategies, improving their websites, often sending email blasts and offers, and so on. Consequently, it could become quite daunting for us to balance our intuitive goals with troublesome insufficient data of events. Event planners who aspire to be on top of their game tend to balance experience and intuition. To truly cognize the methods of applying such a skill, they need to know the basic ways event planning and data works.

Relating the Ethics of Event Planning and Data

Regulation of data analysis and information in the event planning industry is necessary. However, people still tend to focus more on the latter, devising means to which it can help them grow more. One may often forget that before all attained information was sufficiently processed, the data required first came in place. In essence, rather than paying more attention to developing events’ report, one should equally consider managing new data as well. Failure to do so usually gives rise to problems that concern balancing intuition with logic when performing duties. That is, when data management is compromised, it affects information and leads to making poor initiatives.


Let’s take an instance. A detective has some data of a fugitive that has been wanted for a long time now. To track the criminal, all the data obtained about the person’s existence would need enough analysis and scrutiny. Fingerprints, bank transactions, and other leads are required to improve the information about the fugitive’s whereabouts. The sufficient management of data naturally aids the detective’s instincts about how to utilize accurate information. Otherwise, the detective would likely face a hard time deciphering the data, which results in applying inaccurate logistics. This analogy can be related to the ethics of data and event planning, as well.

As a seasoned event planner, you must have realized you work almost like a casual data analyst too. You focus significantly on gathering event data and closely monitor the performance indicators from time to time. The data you get and store continuously is just as necessary as the information you get an upgrade. An interesting fact about balancing historical data or recent data with intuition is that it improves your ability to re-strategize event plans at any time.

The Importance of Balancing a Rationale with Data in Event Planning

When one understands the relationship between data and event planning, it’s reasonable to believe the beneficial factors to the theory. Yes, you can brag about the information that you have concerning an event, but that’s just it. Your ability to obtain, build and uniquely redefine more details gravely depends on your skill as a logical data analyst. Imagine you have new information about an event and you wish to plan accordingly. What happens when the event suddenly undergoes a significant alteration of the information you have at that moment has some flaws? Naturally, a lack of background data can affect your rationale, which further threatens the success of your services. There are several reasons as to why data and intuition balance the successful execution of duties. Below are some insights that define the importance of balancing a rationale with data in planning events!

Improved communication

Excellent communication skills are an essential quality of any event planner. Most clients tend to reach out to those persons that can communicate and interact with them as often as needed regarding planned occasions. As a result, expert event planners usually exhibit and continuously try to provide adequate communication media with their customers. Event data is one splendid way to manage communication with your attendees regularly. Ideally, one would need to frequently communicate before, during, and after an event to develop some series of data for future references.

The use of taking such an action may not be used in that same event again; but rather become applicable to a different occasion. Data attained helps you to develop new logistics that will aid better intuition in other event plans. The act of communicating to achieve data provides you with hypothetical or meaningful content. Thus, it improves the quality of service rendered in an event. It equally helps to minimize irrational suggestions or decisions due to poorly accumulated data. Communicating to get data enables you to think more accurately.

Better networking

People attend events and usually connect. As an event planner or manager, you ask yourself, “Is there satisfactory means for a networking environment?” Don’t get this questionable statement wrong. It doesn’t necessarily apply to the guests at the event but to you instead! You wish to up your game in always getting new gigs for event planning jobs; we know that excellent networking is one common way to go about it. This kind of initiative naturally enhances when scheduling the event such that there’s enough room for networking.

The effect of digging deeper and analyzing the event data obtained from a few connections is productive. You get to understand the quality of your service in the aspect of your guests’ networking experience. The essence of these connections you engage in an event helps you to know about people’s common interests. It also enables them to show their respective feelings towards that particular event. In return, you become more intuitive and build on all the information you collect after the occasion. You will need to decode the data gotten earlier before valid information can be applied.

Feedback management

Several companies in the event planning industry provide customers with the ability to give various judgments about the services rendered. This is what we classify as a feedback strategy and management in businesses today. Event planners get data from services provided, which is analyzed and processed further to extract useful information concerning their overall performance. A periodical account in expectation management helps one to acknowledge the good, bad, and ugly in their respective duties. It becomes essential that customers in event planning are urged to leave a rating or comment about their satisfaction.

The strategy involved with this standard protocol includes the analysis of event data that helps one uncover your clients’ experiences. When an event planning committee sets out to render services, they intuitively account for the quality of an event. However, this might be the wrong way to make a verdict from their actions. There are times when people do not mainly express their feelings after a service. Thus, giving room for the planners to resolve to conjectures or thoughts. In essence, providing a feedback medium to all clients aid better understanding of services and enhances initiatives.

Developing new strategies

One fascinating importance of balancing intuition and data in event planning is that it enables you to be more strategic. Generalizing data in all aspects of event planning is only ethical when it is useful in aiding new or better intuitions for the business. You can embark on the most strategic way that you figured will promote your event planning opportunities. Nonetheless, the strategy would tend to depreciate over time. This is because other innovations and intuitions are consistently under development. For example, you gather data regarding how one can send a list of all the foods that are available for catering to clients.

It seems to be working well for a long while, and you relax because contacts from customers had increased. Unfortunately, a significant downward trend in customer contact occurs after some time, and perhaps you make illogical assumptions for the market’s decline. The typical case is that some other people (s) have collected data that includes your strategic business promotion and processed it to develop a better initiative for people to prefer naturally. Consequently, collecting data for future business strategy development is deemed as part of the best event planners’ appreciation.

Generating problem solutions

“Problem” is an everyday event in the event planning industry in one place or another. As a result, event planners must devise crucial means to minimizes the frequency of such a case. One’s ability to balance their intuition and event data is part of the best ways to reduce problematic situations in services. Data is a raw fact that needs to be adequately processed to give more meaning or usefulness. Intuition is the quality of the mind that refers to understanding something without substantial proof.

Juxtaposing these two terms, one can observe that both definitions can have a common ground in certain situations. Event planning involves not only providing dutiful services but also giving fast solutions to unfavourable or unpredicted circumstances. The event data acts as an integral rudiment for executing duties after current plans are carried out. When something goes wrong, the data may serve as a medium to explain or provide insight as to why the circumstance arose, allowing the event planners to portray intuitiveness and resilience.

Marketing Strategies (data-driven) Event Planning

For event planning regarded as being industry leaders along with other top sectors of business can’t just happen by improving the quality of current services. There has to be an in-depth factor that establishes a noteworthy upgrade in the industry before acknowledging it among the top businesses. In this case, data-driven marketing defines this kind of significant competence as a great career opportunity for individuals. Marketing strategies in event planning that are data-driven have transformed an intuitive approach of planning to a fundamental part of business strategy. Depending on the specific business concerned, there are typical ways to apply the meaning of data-driven marketing in the industry. In this context, it refers to planning strategies that one develops from insights extracted from big data analysis that are collected through customer interactions and engagements to form predictions about future events.

Event tech community

Let us take the event tech community, for example. Event planning is something that people search from experts on an occasional basis. Hence, the need for these professionals to show their availability involves creating a tech community. Individuals that specialize in the fieldwork with modern online technology that provides customers with a medium for reaching out anytime for services. Now, there are many ways to which this contact strategy implements correctly, but the competition often favours those that possess more data-driven characteristics.

The essence of one will regularly embark on data-driven marketing is because its intended aim is to improve and personalize the customer experience. Consequently, it offers more benefits to an event planner by frequently applying upgrades like designing new skills, implementing corporate CRM and marketing automation, etc. All these features result from using data analysis about customers’ history in regards to experience with a company or individual, which invariably promotes marketing strategies.

The Bottom-line

In essence, marketing in event planning needs to be data-driven to exhibit greater effectiveness. If one is aware of their clients’ behaviour, desires, pain points, and challenges, it normally goes a long way. Such an acknowledgement assists the business in rendering services on the right path. Intuition to design new event experiences can be gotten more accurately from gathering and processing sufficient data. This usually helps your business and its marketing efforts to perform excellently compared to those that consistently rely on information that tends towards being obsolete. As an event planning aspirant, you should collect more data about your target market as often as possible because it will be at the core of any successful marketing strategy.


Gathering event data is relatively indispensable for every successful event planning. Part of the major purposes is that balancing the information obtained with intuition keeps your business sane. There might have been a time when you tried to be creative or adaptable by depending on what your instincts. Naturally, you tend to follow what your mind tells you, but you eventually witness a market suicide. Most likely because you didn’t have much core information about how to apply logic and it then affects your duties.

The secret to curbing this kind of crisis is by having sufficient event enough data. Carrying out the strategy enables you to give the most rational idea or suggestion to an event. And this doesn’t just apply to when you probably experience a flaw or mishap during an event. It may also improve your conventional approach towards a typical event when creating its schedule meticulously.

Collecting these event data alone is only half the task. The other part now involves your ability to evaluate and decipher what the data tells you. By usually considering this course of action, you will achieve more significant insights about guests’ experience and be able to manipulate or change an approach towards an event that will improve the quality of your services.

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