We’ve all been there: planning an event down to the smallest detail, confident that everything is on track, only to realize we’re missing a clear picture of the data driving our success.

In this episode, Alyssa Peltier sits down with Jared Ruppert, Director of Digital Analytics and Optimization at Cvent, to uncover how data can do more than just measure outcomes—it can shape them. 

Jared shares his journey from creative design to becoming a data expert, offering insights on how event planners can use data to not only track their progress but to truly understand what’s working. 

It’s about more than just numbers on a page; it’s about using those numbers to tell a story that resonates with your team and stakeholders.

And it’s not just about analytics. Jared also dives into how to break down silos and foster collaboration between teams, ensuring that everyone is on the same page and working towards the same goals.

In this episode, you’ll learn:

• How data isn’t just for tracking performance; it’s a powerful tool for telling a story that resonates with stakeholders. By visualizing key metrics, you can clearly communicate the impact of your events and secure buy-in for future initiatives.
• How cross-team collaboration is essential for successful event planning. By understanding the goals and data from other departments, you can create a more cohesive strategy that aligns with your broader organizational objectives.
• Not all data points are created equal. You must identify the metrics that directly contribute to your event’s success, such as registration rates or attendee engagement, and prioritize them in your analysis and reporting.

Things to listen for:

(00:00) An introduction to the episode with guest Jared Ruppert

(02:45) The evolution of data in event planning

(03:47) Regular data meetings and stakeholder engagement

(04:20) Cross-team collaboration and data enrichment

(05:21) The structure of Cvent’s marketing organization

(06:24) How to support event goals with data

(07:31) The importance of ROE and stakeholder communication

(08:23) The impact of data visualization

(09:55) Taking a consultative approach in data analytics

(10:12) How to prioritize key metrics

(11:58) How to connect event data to broader marketing strategies

(13:19) Cross-channel comparisons and final thoughts