Every event registration gives associations fresh, accurate member data—but are they using it to its full potential? 

Beyond tracking attendance, this information can shape personalized experiences, strengthen engagement, and lead to sponsorship opportunities.

In this episode, guest host Elizabeth Wu (Powell), Marketing Manager of Industry Solutions at Cvent, sits down with Ben Muscolino, Founder and CEO of Breezio, AMS Geek, and Data Sangria. Ben explains the benefits of seamlessly integrating event tech with association management systems (AMS). He also discusses the biggest hurdles associations face with big data initiatives and shares practical strategies to overcome them.

In this episode, you’ll learn:

1. The best data practices for associations: Maintaining a clean and centralized database ensures accurate insights and better personalization for future events.
2. Why cross-team collaboration is key: When event planners, marketers, IT teams, and membership departments align on data strategy, the entire organization benefits.
3. How to maximize sponsorship impact: More targeted audience insights mean stronger partnerships and increased non-dues revenue.

Things to listen for:

(00:00) Introducing Ben Muscolino & Elizabeth Wu (Powell)

(07:16) Why associations should care about event data

(12:21) Improved sponsorship and targeting through event data

(15:11) The benefits of a properly integrated database

(21:21) Being intentional about the data you need

(24:02) How associations can start improving their data strategy today

(26:32) Getting leadership buy-in for event integration