Data With a Human Touch: How Analytics Is Powering Every Layer of Modern Event Management

The Backbone of Events: Using Data from Planning to Execution

Despite these challenges, analytics has become critical to how the organization makes decisions. Registration forecasts impact venue size, hotel room blocks, and even ticket pricing. Booking too large a venue not only affects the energy of the event—it can also eat into profit margins if the space isn’t filled.

Angelika’s team proactively flags shifts in behavior—like long-time attendees who haven’t registered yet—so sales can intervene in time. They’re also exploring attendee segmentation, trying to better define who’s an “event goer” versus a “digital dweller.”

Building Toward AI, One Clean Dataset at a Time

Though not fully cloud-based yet, the company is beginning to implement new tools to streamline data pipelines. They’ve recently partnered with DataSlayer to bring social media and web analytics into one place—opening the door for sentiment analysis and engagement scoring.

Connecting disparate systems, cleaning datasets, and building unified customer profiles are top priorities. Angelika’s team is also starting to integrate public datasets and third-party enrichment tools to get a fuller picture of customer behavior.

Operational Analytics: The Quiet Engine Behind Every Event

Running 30 events a year means Angelika’s team is always juggling multiple timelines—some events are just kicking off, others are happening in real time, and some are deep in post-event analysis.

“We’re constantly in this cycle—this event’s pre, this one’s during, this one’s post.”

Each event has its own geography, audience, and set of operational needs. Analytics is involved at every step—helping determine venue sizing, hotel blocks, registration goals, and ticket pricing. Even minor shifts in projected attendance can trigger major logistical changes.

Angelika’s team also monitors engagement data and behavioral signals to flag risks—like longtime attendees who haven’t registered yet—giving sales and marketing time to act.

Setting the Bar for the Industry

As the events space becomes more competitive and digitally savvy, Angelika is pushing her team to stay ahead of the curve.

“We’re more advanced than some of our competitors… we have to be, our diverse portfolio requires this.

With events that span vastly different industries and audience types, her team has to be flexible, fast, and forward-looking. Eventually, she envisions turning their internal systems into repeatable solutions that others in the industry could use—from smarter dashboards to full-blown analytics-as-a-service.

Final Thoughts: Analytics as the Connective Tissue

Angelika Kenward’s work underscores how data has evolved from a reporting function to an operational backbone of event management. Her team is a hub of insight, powering decisions from the earliest planning stages to post-event evaluation.

She’s also proving that at the center of effective analytics isn’t just technology—it’s people. By combining strategic data use with a deep understanding of human behavior, she’s helping her organization scale smarter, plan better, and connect more deeply with every attendee.