
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.
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 illuminated the current state of event technology and 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.
Further Reading
More information on the key themes of omnichannel communication, data-driven decision making, and the integration of AI in event technology can be explored in the following content.
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Enhancing Event Tech Strategy: Tim Groot on Data, ROI & Human Connection
Tim Groot of GRIP explores how data integration, personalization, and emerging tech align with the digital transformation trends discussed at Event Tech Live 23.
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Why Agile Tech Architectures Are Key to Evolving Event Data Strategies
Explores how microservices-based systems enable the flexible, data-driven tech stacks spotlighted at Event Tech Live 23.
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The Role of AI & GPTs in Shaping Data-Driven and Personalized Event Experiences
Explores how AI and GPTs enhance personalization, data usage, and automation—key themes also discussed in Event Tech Live 23's panel on transforming event architecture.
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How Data-Driven Strategies Power Event Tech Evolution: Lessons from DCD
Dan Loosemore explains how DCD's data-led marketing and personalization mirror emerging event tech trends like omnichannel engagement and CDP adoption.
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Unlocking Event Tech with Data Science: Enhancing Personalization and Impact
Explores how predictive analytics and AI transform event personalization and decision-making—building on themes from Event Tech Live 23.