PCMA, in partnership with Dallas-headquartered intelligence and marketing company Infogroup, released BEAM (Business Events Analytics/Metrics) at IMEX Frankfurt last week, a new product that provides market intelligence and data analytics for the business events industry.
BEAM will provide a comprehensive view of the business events industry by leveraging a portfolio of data sources to better understand individuals, organisations and face-to-face events. The data will help predict behaviours of business events participants to help professionals deliver a more strategic, engaging and relevant experience.
The product will serve multidimensional purposes and levels of interest including managing big data by organising large, unstructured amounts of data that reveal patterns and trends, especially relating to human behaviour and interactions; events insights from all industries that participate in business events, including technology, hospitality, venues and destinations; and industry insights that can be tailored to each BEAM participant’s needs.
BEAM will also provide a data-hygiene process, allowing participants to ensure their CRM data is not outdated, erroneous or redundant.
“We wanted to create a unique product unlike any other in the marketplace to unleash the extraordinary power of data to advance research, identify industry trends and create predictive analytics that will guide business event professionals to make informed and strategic business decisions,â€ť said Sherrif Karamat, president and CEO of PCMA.
â€śThis customised analytics engine is unique as it draws information from multiple data sources to provide the business events industry with exclusive insights and capabilities to explore data,” added Robert Haas, PCMA’s chief administrative officer, who is spearheading BEAM.
Destinations International, a Washington, DC-based international resource for destination marketing professionals, will be PCMA’s marketing partner for BEAM.
Access to BEAM intelligence is granted on a 12-month rolling license. The PCMA product is in pre-sales mode and will launch later this year.
Infogroup will independently manage the data and analytics process to ensure the service meets data security and privacy standards. BEAM participants will only have access to their own proprietary data, and PCMA will not have access to any data portfolio other than its own. Any data intelligence or analytics generated by BEAM will not identify individual information.