Unbelievably Easy Ways To Use AI for Post-Event Analysis
Since forever, post-event analysis in the events industry has been limited because it relies on anecdotal feedback and manually processed survey data. Event pros typically review this information in post-con meetings when they are already exhausted from executing the event. These meetings usually involve scanning through unorganized CSV files filled with inconsistent feedback and hearing about the team’s observations and their personal experience at the event. There are gems to be found in the survey results, such as insights on what worked well or failed, but you often find irrelevant comments about minor inconveniences, like dry chicken or squeaky chairs.
AI offers a transformative way to sift through this “dirt” and uncover the “gold,” revolutionizing post-event analysis and organizing feedback in a way that provides actionable insights for planning future events. Here’s how:
1. Automating Feedback Analysis
AI excels at sorting and categorizing survey responses, making sense of the information faster and more accurately than human teams. Instead of manually parsing through data, you can use AI to organize feedback according to specific parameters that are important to your event goals. For example, you could prompt AI with questions such as, “What are the five easiest problems to solve identified in the survey?” or “What are the least expensive opportunities for improvement?” AI can also help identify feedback that directly aligns—or fails to align—with your event’s mission, vision, and values.
2. Enhancing Survey Design for Better Responses
One significant challenge with post-event surveys is the low response rate, often resulting in feedback that doesn’t represent the full attendee experience. AI can assist in refining survey questions to make them more engaging and relevant, thereby increasing response rates. By analyzing existing responses, AI can suggest improvements to the wording or structure of questions to elicit more meaningful feedback, ultimately capturing a broader and more accurate picture of attendee sentiment.
3. Real-Time Feedback During Events
AI can also be utilized to collect feedback in real time during the event itself. For instance, AI-powered tools like PCMA’s Spark can generate relevant poll questions based on session content, even if you’re not an expert on the topic. These polls can be seamlessly integrated into presentations, allowing you to gather immediate attendee reactions and insights without interrupting the flow of the event. This not only enriches your data but also engages attendees in a way that feels natural and interactive.
4. Augmenting Feedback with Behavioral Data
Beyond surveys and polls, AI can gather additional data points that provide a deeper understanding of attendee behavior. Technologies such as facial analysis can capture metrics like audience energy levels and sentiment during sessions, providing a more nuanced view of attendee engagement. For example, tracking dwell times at booths or noting areas where attendees show high positive sentiment can highlight successful aspects of your event that traditional feedback might miss. These insights help you make more informed decisions about which elements to replicate or refine in future events.
5. Ideation and Strategic Improvements
Once feedback is collected and analyzed, the next step is implementing changes that will enhance future events. AI can support this process by generating innovative solutions for the challenges identified in the post-event analysis. By leveraging AI-driven insights, event planners can adopt a more strategic and iterative approach to event design, moving away from linear planning methods toward a cycle of continuous improvement informed by real data.
Post-Event Analysis in a Post-AI World
AI is reshaping the way we approach post-event analysis, making feedback collection more insightful, organized, and actionable. By automating the analysis process, enhancing survey design, capturing real-time attendee data, and integrating behavioral insights, AI empowers planners to create more impactful and strategically designed events. As we embrace these advanced tools, we move closer to a future where every event is not just an isolated experience but part of a continuously evolving journey shaped by data-driven insights. Interested in learning more about how AI can enhance your events and empower your efforts? PCMA ELI has an industry-leading five module course led by event industry veteran Nick Borelli. Learn more here.
