Certain Inc. Takes 'Personalized' Approach to Event Management

Meetings technology company Certain Inc. has made several enhancements to its enterprise event management platform, the goal of which is “personalizing” the event experience for attendees, it announced this week. By customizing event experiences to individual attendees, the company argues, event marketers will be able to more quickly and effectively convert attendees into customers.

“Events represent the last marketing channel to be fully digitized and integrated into sales and marketing infrastructure. Our platform now offers marketers the opportunity to evolve their event technology and deliver more powerful and productive events that accelerate revenue,” says Certain CEO Peter Micciche. “With up to 36 percent of the typical marketing budget spent on events, marketers must look beyond automating event logistics to a solution that will enable events to meet empowered buyers on their terms, provide real value and build lasting relationships.”

New features of Certain’s software include:

Self-Scheduled Appointments, which allows attendees to reach out to fellow meeting participants in order to schedule one-on-one meetings. Although event organizers can control who has access to whom, attendees can send and accept meeting requests directly through the event application.

Event Views, which offers a single interface for attendees’ personalized event information — including their personal agendas, social networks, travel and accommodations, and late-breaking event news — allowing event organizers to customize agendas and marketing messages to individuals based on their profiles and preferences.

According to Certain, its new features integrate fully with companies’ CRM systems, allowing them to capture attendee preferences, behaviors and demographics, then use them to optimize post-event sales and marketing efforts.

“Marketers have personalized and digitized many other channels. It’s time now for event planners and stakeholders to take advantage of these same technologies and marketing disciplines,” says Corbin Ball, founder of Corbin Ball Associates. “I am happy to see companies such as Certain make progress in this space. By doing so, marketers and event professionals can evolve the events channel to deliver more measurable business impact for marketers and more productive experiences for attendees.”

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