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How Event Tech Is Revolutionizing Data Architecture in Events: Insights from Event Tech Live 23 Panel

At Event Tech Live 23, a panel featuring experts, including Adam Malik and Vanessa Lovatt, moderated by Tim Groot, explored the potential of technology stacks in event businesses. This discussion shed light on evolving trends, practical applications, and future strategies in event technology.


The Evolution of Event Tech Stacks

Defining the Event Tech Stack


Adam kicked off the discussion by blurring the lines between general and event-specific tech stacks. He emphasized the increasing importance of omnichannel communication platforms in enhancing audience engagement and personalization, extending beyond traditional event technologies.


Starting Points and Objectives


Vanessa highlighted the necessity of clear objectives in choosing technologies catering to organisers and customers. The focus shifted to solutions that genuinely contribute to an event's success rather than merely adopting technology for its own sake.


Maximizing Information Exchange


Adam offered a perspective on events as platforms for maximizing information exchange and accelerating knowledge. This approach aids in evaluating technology based on its contribution to these goals.


The Role of Data and Personalization


The panel explored the growing role of data in personalizing event experiences. Adam stressed the potential of tools like Customer Data Platforms (CDPs), emphasizing the need to carefully consider team capabilities in their implementation.


You only should be ever considering technology that serves your needs and your customers' needs ideally in equal measure - Vanessa Lovatt

Agile Implementation and Continuous Evaluation


Tim advocated for an agile approach in tech stack development, underscoring the importance of continuous evaluation and adaptability. This segment highlighted the need to modify or remove technologies that no longer align with evolving objectives.


Data-Driven Decision Making and Tech Stack Optimization

Embracing a Holistic Tech Approach


Adam continued by emphasizing the integration of the event tech stack as a critical part of the overall tech strategy, transcending traditional boundaries.


Technology as a Means to an End


Vanessa added to this by discussing the alignment of technology with organizational and customer needs, highlighting the growth and expansion potential of a well-chosen tech stack.


Practical Applications and Future-Oriented Strategies


The Practicality of Tech Implementation


The panellists, including Adam, focused on the practical aspects of tech stack implementation, evaluating technologies based on their impact on event outcomes.


The Role of Data Architecture


Adam pointed out the significance of data architecture in event tech stacks, noting that a well-structured architecture eases the integration and removal of tech solutions. [Cue video at 00:45:40]


Implementing Customer Data Platforms (CDPs)


The complexities of implementing CDPs were addressed, with Adam cautioning against their hasty adoption without the necessary team skills.


There is no such thing as event tech only tech which helps maximize information exchange, to accelerate knowledge for all participants. Adam Malik

AI and Large Language Models in Event Tech


The conversation concluded with a forward-looking discussion on AI and large language models in event tech. Adam shared how AI is already becoming an integral part of marketing automation and event planning, predicting its increased role in the future.


Key Takeaways from Event Tech Live Panel


Watch the Full Panel from Event Tech Live 23

The Event Tech Live 23 panel discussion looked into the future of event technology, highlighting the increasingly blurred lines between general and event-specific tech stacks, as emphasized by Adam. Key moments included discussions on the critical role of data in personalizing event experiences and the importance of agile implementation strategies in tech stack development.


Insights into the practicality of tech implementation and the role of data architecture stood out as pivotal moments, offering valuable guidance for businesses looking to navigate the complexities of the digital event landscape. Additionally, the panel's exploration of the future integration of AI and large language models in event tech provided a glimpse into the revolutionary changes on the horizon.


This comprehensive discussion at Event Tech Live 23 not only illuminated the current state of event technology but also charted a course for its future, marking it as an essential resource for professionals and enthusiasts alike in the ever-evolving domain of event management and technology.


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