Let me guess: You’re a seasoned event pro juggling multiple clients and deadlines, all while managing a team. Your Google Analytics 4 (GA4) that you rushed to set up before Universal Analytics went away hasn’t been touched since. Or maybe you never bothered to set up a new analytics account.
After all, you don't need numbers to tell you what you already know—inquiries and sales have been down all year. In fact, 2024 might be shaping up to be your worst year since before the pandemic.
In an industry driven by personal touches and magical moments, diving into data can feel like the last thing you want to do.
But what if I told you that the key to turning things around isn't in more data, but in smarter data?
The power of small data for event professionals
“Small data” in marketing isn't about ignoring analytics; it's about focusing on a handful of meaningful metrics that directly impact your bottom line. It's quality over quantity, depth over breadth.
For event professionals, small data might include:
- Number of inquiry forms submitted through your website
- Percentage of inquiries that turn into consultation bookings
- Rate at which consultations convert to signed contracts
- Average value of each contract
By concentrating on these key metrics, you gain a clear picture of your business's health without getting lost in a maze of marketing metrics. This approach is particularly powerful for service-based businesses, where personal touch is at the heart of every sale.
From small data to big impact: A simple framework
Ready to harness the power of small data? Here's a straightforward framework to get you started:
Identify Your Key Metrics: Start at the bottom, where the money is, and work your way up. What are the crucial steps a potential client takes from seeing your marketing to signing a contract? Those are your key metrics.
- Set up focused data collection: If you haven't set up Google Analytics 4 (GA4) yet, now's the time. Don't worry about tracking everything—focus on the metrics you identified in step 1. But don’t stop there; look at your CRM numbers or email marketing metrics for additional insights and context.
- Analyze with context: Look at your data regularly, but don't just skim the surface. Ask yourself what the numbers mean in the context of your business and your goals.
- Make informed decisions: Use your insights to guide your strategy. Should you focus on getting more inquiries, or on converting more consultations to contracts?
- Monitor and adjust: Keep an eye on your key metrics and be ready to adjust your approach based on what you see.
This framework allows you to make data-driven decisions without getting bogged down in analysis paralysis. It's about being smart and focused, not overwhelmed and scattered.
Case study: Small data success in event planning
Let me share a quick story illustrating the power of this approach. A client of mine, an owner of an established wedding planner, was convinced she needed to ramp up her Google Ads and Instagram advertising to get more leads and sales.
Her instinct was to throw money at marketing and hope the problem would be fixed—a common reaction when revenue is down.
But when we looked at her small data set—specifically her lead-to-consultation rate and her close rate—we discovered something interesting.
She was getting plenty of leads, but only a small percentage were booking consultations. Of those who did book consultations, however, a high percentage went on to sign contracts.
The insight was clear: she didn't need more advertising; she needed better lead nurturing.
By focusing on improving her follow-up process with leads, we raised her inquiry-to-consult rate from 5% to 10%. She was able to book more consultations and, ultimately, more weddings—all without spending an extra dime on advertising.
See how a few well-chosen metrics, thoughtfully considered, can save significant time and money while driving real business growth.
Overcoming common data challenges
Now, some of you might be thinking: “But aren't there certain metrics every business should track?” or “Don't I need to look at all my data to get the full picture?”
You’re not alone. These are common data and analytics misconceptions, especially among businesses who rely on in-person consultations for bookings.
The truth is that the most important metrics are the ones that help you solve your specific business problems. If you're struggling with sales, for instance, looking at website traffic data isn't going to give you the insights you need.
The key is to start with your business problem, then determine which metrics will give you insight into that problem. Don't let anyone tell you that you must track certain KPIs just because “that's what businesses do.”
Your business is unique, and your approach to data should be too.
Remember this
As an event pro, you're in the business of creating moments that matter. It's time to apply that same philosophy to your data strategy by identifying and using metrics that matter.
Embrace the power of small data by identifying the 3-5 metrics that truly drive your business. Set up simple systems to track these metrics consistently, and make it a habit to review and reflect on this data regularly.
Remember, in the data world, sometimes less is more. It's not about having all the data—it's about having the right data and knowing how to use it. That's how you create a big impact with small data.
Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals and brands develop scalable marketing strategies that bring in more inquiries and leads. Christie is a national educator with recent speaking engagements at NACE Experience, WIPA, ABC Conference, and Catersource + The Special Event. Christie regularly shares industry insight in her Special Events column, as well as on Wed Altered, Rising Tide Society, WeddingIQ, and NACE's industry blog.
