The Success Of Your Event Depends On Its People: How To Understand Your Audience With Google Analytics

Google analytics audience

Is my website engaging the right people? Who is registering for my upcoming events?

If you have questions like these, Google Analytics (GA) is your answer. GA helps you see what you cannot see: Your audience.  

GA packs a load of useful information, providing users with Real-Time, Audience, Acquisition, Behaviour and Conversions reports. 

This article will only focus on breaking down the Audience report to help you better understand its components.

Overview

The Overview section shows in general, the people who are visiting your event website. It provides information on the total number of users, new and returning users, sessions, session duration, page views, bounce rate and more. The explanation of each component can be seen by hovering your cursor over the component.

bounce rate
The explanation of each component can be seen by hovering your cursor over the component.

However, do note that the numbers reflected are not in real-time. The default date range is set to a week but you can adjust the time period you wish to observe by clicking on the calendar drop-down in the top right corner. You can also compare data between two time periods by checking the “Compare to” box and choosing another time period.

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Changing the observable time period

Active Users

The Active Users report shows you the number of unique users who visited your event website in the following time periods: 1 day, 7 days, 14 days, and 28 days

If you have more 1-day users than longer-term ones, it highlights a potential problem with retention. People are not returning to your event website, and you need to figure out why. 

Fortunately, these numbers do not always spell bad news as there could be various factors as to why they are not returning. They could have already purchased tickets for your events or they have obtained the information they needed off your website. To have a clearer picture, if your goal is for users to complete a registration, you can check in the Conversions report whether your conversions have increased.

Audiences

To generate data for a specific group of people for this page, you first need to define an audience within GA (e.g. People who visit the event registration page and return to purchase within 7 days)

The Audiences report will display data starting from the day you define the audience – you are not able to view data from the past.

User Attributes

1. Demographics: Divides your audience according to their age groups and gender.

2. Interests: 

  • Affinity Categories: Users who have a general interest, for example, “Event-goers”.
  • In-Market Segments: Users who have the intention to register for your event.
  • Other Categories: This category provides the most detailed view of your users’ interests. For example, if Affinity Categories include event-goers, Other Categories would include seminars/conferences/workshops.

3. Geo: Tells you the location and language of your event website visitors.

4. Behaviour: Allows you to analyse how your audience act on your website. You can see the frequency of visits, duration of each visit and how many pages they visit whilst there.

5. Technology: Reveals which browsers, operating systems and network providers your audience is using to access your site.

6. Mobile: Shows you what device your users are using to access your site or to purchase your event tickets. If you have a large drop in the number of users on your mobile compared to the desktop site, it could signal that your website is not mobile-friendly and it is time for you to optimise user experience on the mobile site. 

“How Can I Apply The Information Gathered From GA to My Events?”

Through GA, you can:

  • Find out if you are reaching the right audience, which will help you decide to whom you should direct the bulk of your future event marketing efforts.
  • Paint out the characteristics of your audience and get a rough picture of the type of people attending your event. This allows you to customise an event that would suit the audience, giving your event an edge over your competitors. For example, if your attendees are people who have an interest for new technology, you are sure to win their hearts with an onsite badge printing service, during the event check-in process.
  • Observe which audience segments (other than your original target segment) received more responses than expected. You can consider expanding your events into these potential markets.

There are a lot of opportunities that you can discover by listening closely to what your customers are saying.”

Joei Chan, Global Head of Content from Linkfluence

If you wish to understand your audience and don’t know where to begin, you can start with our end-to-end event registration management software, which safely houses all the data you need for Google Analytics.


Feature Update: Find events in Singapore more easily on EventNook!

Bored? Want to know the upcoming events in Singapore? Finding events in Singapore has become even easier on EventNook with this over-the-weekend update!

To access this useful feature, scroll to the bottom of the EventNook homepage and click on “Browse Events in Singapore“.

Or, type the url http://www.eventnook.com/places/singapore

You can now view upcoming and past event listings on a single page!

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The various conferences and conventions in Singapore in the upcoming weeks

 

You can also browse events by type!

Looking for startup networking events? Then look under Business/ Social Networking events!

Looking for a cooking or baking class? Then you will most likely find it under Training, Class or Courses.

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Not sure what event to attend? Just want a quality event to chill out at? Then browse our Featured Upcoming Events and let something catch your eye!

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Organizing or Planning an event?

Try out EventNook for online event registrationevent ticketing and onsite event registration and check-in!

 for Free events!

5 steps to effectively leverage influencer marketing for events

Influencer marketing has taken a grip in many industries like F&B, automobile and fashion. We see the likes of Marshawn Lynch and Zoe Sugg rake in fortunes as the brands they work with become more visible. For the events industry, influencer marketing holds much promise. It can lend credibility to the event, bolster its presence amongst primary audience and add to the buzz so that this influence spillovers to your secondary audience by word-of-mouth.

But events come and go. Every few months, event planners plan a different event with a wholly different audience. There is little chance to continuously engage with influencers. However, for those events that will happen again in the future and is limited on budget, influencer marketing may be the most efficient way of reaching out. In order to do so effectively however is not easy.

1. Know your audience

Know your audience
Credits: digitalinformationworld.com

We must first know the audience we are targeting to get the right influencer. Who really is the audience? Where do they lurk? Cast your nets wide initially and test the waters. See which platform gives you the best response. A young audience need not always respond best to Facebook or Twitter. Pinterest may not be the best for selling crafts. Some listing website might be your main source of attendees.

Then, once you know your audience’s preferences and tastes and also where they are usually browsing, you are then in a better position to choose the influencer.

Event planners need to be extra context-sensitive. If it is a local event, go for local influencers as you can achieve more results by focusing on a niche audience rather than spreading yourself too thin.

2. Identify the influencer for your audience

influencer
Credits: Sharethis.com

Knowing your audience, what they are usually searching for and where they are lurking can help you establish some search terms or hashtags that are popular amongst the audience. This can be used to find your best influencer.

It’s best to choose influencers who are already fans of the event, event topic your company, or what your company stands for. That way, they can be more authentic. Plus they have already established some credibility in that domain and can transfer that credibility to your event.

Research on how the influencers usually post, what they are comfortable speaking about and their personality types. Are they educators, activists, testers, journalists, etc.? Then you will need to craft your content with them in mind.

3. Engaging the influencer

But more importantly, give the influencer some space when promoting the event. You can nudge them along but don’t cage them as it inhibits authenticity. You could:

-Provide giveaways linked to the event periodically such as tickets, backstage passes and VIP accesses, merchandise linked to event like a book by the speaker

– Meet up with influencer and post a photo with them on social media a week or two before the event to hype event-goers up

photo opp with influencer
Credits: VH1 Blog

– Long before the event, begin producing content related to the event and get your influencer’s endorsement or quotes. They will be more than glad to share content in which they are mentioned as an expert. Just remember to tag them or give them a shoutout when sharing!

– Choose a great theme that audiences will be excited about. This will enable the influencer to engage better with their audience. Well-crafted social media terms (hashtags, an events page) that are easy to remember and catchy will also allow influencers to drive more traffic to your sites.

4. Real-time influence

Get the influencer to the event and give them some airtime so that they can work their magic. List them as a speaker or allow them to have official coverage of your event. Provide an opportunity for them to make an official appearance onstage. Make sure everyone knows that the influencer is actively supporting your event!

microphone media
Credits: mrmediatraining.com

Your event also has room for other local influencers so remember to invite them! Live events are a great opportunity for influencers to come face to face with their audience as well as be involved in a larger scale event.

But it’s not just about the influencers working their charm, you should to! Take the chance to further solidify your relations with smaller-scale bloggers by speaking to them face-to-face, as well as giving the influencer the recognition and attention they deserve so that they will want to help you again next time and continue talking about you. It’s a great chance for everyone to come together and connect so network like crazy!

5. Post-event blues

Make sure you capture live content from the event itself to be repurposed later. Get team members to take footage or do a fun photo op with the influencer!

Then, build more content upon the event. This will add to expectations for the event to run again and help to sow the seeds for the next time.

Remember to continue engaging the influencer. With social media, it has never been easier to boast about your relationship with the influencer to the whole world. Retweet, reblog, share, comment and upvote each others’ content. Don’t forget to thank each other after the event as well (another opportunity to authentically mention influencer)!

 

Top 4 Events this June on EventNook

Not sure what to do this June? Not to worry, because we’ve rounded up some of this month’s highlights just for you.

The Art of Groove – Bass Masterclass by Norm Stockton

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Is it all about that bass? It will be a no-holds-barred, all bass, all groove afternoon with Norm, as he shares about the finer details of groove and bass playing. Hear his journey to becoming a highly sought after musician and bassist. Come and be part of this exciting afternoon to be inspired, equipped, and hang out with fellow bassist and musicians.

The event will be on Saturday 6th June, from 2.30pm-5pm. More details can be found here.

 

DBS-NUS Social Venture Challenge Asia Finale

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Come down and be inspired by the finalists as they pitch their ideas in front of a renowned panel of judges. Come down early to enjoy the DBS Foundation Seminar for Social Enterprises.

The event will be on Friday 12th June, 9.30am-4pm. More details can be found here.

 

The New You – Skincare. Hairstyling. Makeup. Photography.

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A girl should be two things: Classy and Fabulous. – Coco Chanel

Come down for a relaxing afternoon and let yourself be pampered by a professional team of makeover specialists and the most advanced skincare technology from Maione Youth Original Essence.

The event will be on Sunday 14th June, 1pm onwards. More details can be found here.

 

Anti-Drug Abuse Campaign 2015

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Singapore celebrates the 20th anniversary of the Anti-Drug Abuse Campaign, an annual flagship event in support of the anti-drug cause. With a focus on Community Togetherness, this year’s campaign will include the Anti-Drug Abuse Carnival – with DIY stations, activities such as skateboarding and a special photo exhibition on 20 years of the Anti-Drug Abuse Campaign. The popular anti-drug dance competition – DanceWorks! will return this year and be held concurrently, within the same hall.

The event will be on Friday, 26th June to Saturday, 27th June. More details can be found here.

Organizing or Planning an event?

Try out EventNook for online event registrationevent ticketing and onsite event registration and check-in!

 for Free events!

EventNook is Featured on The Business Times, Singapore!

We are excited to share that The Business Times featured EventNook on 28th Jun 2014 as one of the online event platforms which makes it easy for local event organizers to set up a simple, mobile friendly event registration and ticketing site in minutes, all by yourself.

Whether you are organizing a small gathering, a large conference or large music or parties events, it provides you a fast, easy and powerful tool to start your own online event registration website and event ticketing website in minutes with all the features you need for managing registration, attendees, payment collection, event promotion, etc.

With EventNook, starting an event has never been easier for small team or individual organizers as setting up the registration & ticketing website was never easy and straight forward even with an established ticketing agent like SISTIC. Our goal is to create an online event site which makes selling online tickets and managing attendees as easy as using Facebook. With EventNook mobile friendly site, your attendees can also register for an event or buy ticket on the go! A few of our trusted partners include Hub Singapore, Rise & Shine Expo, Singapore Yacht Show, MediaCorp Parenting Talk, Singapore National Productivity Conference.

Here’s a copy of the article. Have a good read! http://www.businesstimes.com.sg/lifestyle/shopping/where-man-street-can-hold-gig-20140628
biztimes
Thank you for the endless support and encouragement.
Have a good week ahead everyone!

Organizing an event?

Try out EventNook for online event registration and event ticketing.

and Free for Free events!

[Feature Update] How to end / close your online event registration in one click.

We’re excited to introduce to you EventNook’s new feature, it is a minor function which allows the event organizers to end/close the registration in one click. If you are an event organizer using EventNook for your event registration, you may have notice that an individual ticket under your event have an option to be hidden or closed for registration.

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However, if you have multiple ticket types in your event and you want to close the registration for all tickets, it may be a little bit of a hassle to update individually. You can now choose to deactivate your event registration or end the registration with just one click.

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Organizing an event?

Try out EventNook for online event registration and event ticketing.

and Free for Free events!

Capture. EventNook – Banner Design Contest

With the aim to promote creativity and imagination, EventNook has created an event exclusively for design talents and students! We are looking for people with passion and flair in designing and have an eye for detail to improve our current website banner. If you are good at photography or designing, you are the talent we are looking for!

Winning entries will be shortlisted by us and the number of likes your design can generate on your Facebook. The top winning entry will be used as EventNook’s website header. Acknowledgement and recognition will be given to the winner as part of our contest objective as well!

As long as you are 18 years old and above, you are welcome to join our contest!
Time and tide wait for no man.
So what are you waiting for? Let your creativity and imaginative juices flow now!
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Simply visit our event page and check out on the contest details and requirements!
Sign up now at
http://eventnook.com/event/captureeventnook

Hurry, before our contest ends on 15 June 2014!

P.S. Attractive prizes are to be won!