How The Cloud Is Changing The Event Industry

At the risk of sounding like a broken record, cloud computing is one of the most disruptive technologies ever developed. Few other technologies have such a wide range of uses, and few others have fundamentally changed so many different fields. Event management, of course, is one of those industries impacted by the cloud, and planners need to understand the advantages provided by the cloud, and harness those to further events.

How has the cloud changed event management for the better? More importantly, how can you as an event planner capitalize on this?

The cloud is itself an encompassing term; cloud computing at its core is actually comprised of three key technologies: Infrastructure as a service, software as a service, and platform as a service. The second is the only one that really bears any relevance to the event industry; software as a service is basically “on demand software” which is centrally hosted and licensed out to the user on an on-demand basis.  Anyone who uses the software gains access to functionality, and in addition, is able to quickly and easily provision their software onto new devices.

For an event planner the agility with which software can be provisioned using a cloud model means that an entire events team can gain access to the same information and in real-time. This makes collaboration easier than ever before, and allows a level of communication between volunteers and partners that prior to the cloud was next to impossible.

Collaboration isn’t the only area in which the cloud’s capacity shines through, however.

Most cloud event management platforms also equip the user with a host of powerful tools to thorough analyze every facet of their event. The power is in visualization – an event manager can actually see all the different aspects of their event and how they relate. The team can figure out optimal seating arrangements, maximize budgeting as attendance numbers shift, monitor guest satisfaction and track marketing efforts as a campaign runs its course.

Visualizing is kind of a big deal, in other words.

Last, but certainly not least – and this is related to visualization – the cloud allows organizations to take advantage of big data. Everything from employee behavior to customer browsing habits can be examined for patterns and commonalities; this in turn allows a business to better adapt its strategy to its environment. With an event management firm, this takes the form of designing better, more personalized events for both attendees and clients.

The cloud is a disruptive technology. Virtually every field has adopted the use of cloud computing – including the events industry. As an event management professional, it falls to you to understand the advantages provided by the cloud, and to harness those to further your events. If you don’t, your competition will – and they’ll be better for it.