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The Missing Piece in Event Tech? A Product Ecosystem

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Richard Maranville

Richard Maranville

Executive Vice President & Chief Digital Officer

Freeman

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Why making products work together is necessary to push event tech forward

It can be hard to keep up with the rapid pace of event technology — new innovations are on a constant cycle, causing some older solutions to become obsolete and others to feel suddenly incomplete. When one product stops working, the right replacement may not be immediately available, potentially creating a hole in your digital strategy and taking away from valuable knowledge gleaned from its data. And locking into one single solution doesn’t allow for the ability to try new products that might be a better fit for an organization’s goals and brand experiences.

So how can we create the necessary parity between diverse digital event technologies while still allowing for the freedom that comes with innovation and the flexibility to create the right solution — even if that’s a moving target — for an organization’s individual needs?

The product ecosystem

The ultimate dream for all marketers is a suite of products that work together seamlessly, forming the backbone of a data-rich strategy bursting at the seams with ROI. But that suite of products is an event tech unicorn. Instead, we have a number of products that work well for their individual purposes, but don’t feed into a holistic solution that serves all, not just part, of an experience.

It’s all about creating a product ecosystem that acts as a common foundation between products — a link that allows them talk to each other through APIs and even feed a constant stream of information into a master view for the customer. Not only would this streamline usability of products and consolidate data collection and display, but it has the potential to change the game for how event professionals integrate with digital technology.

Making metrics more meaningful

Every one of these products creates a massive amount of data, which is difficult to stitch together with the other data points collected to analyze across all products. But a product ecosystem could bring everything into one single place, allowing event professionals to have a heads-up view of all their products at once in a centralized location, seeing how they all work together to impact the event as a whole. That allows for more oversight into key areas, quick reaction times, and a better holistic picture of the event at any moment.

Creating more value for customers

If a cobbled-together system breaks, you end up with multiple providers who don’t want to deal with the problem. That puts the customer in the middle, and attendees and exhibitors bear the brunt of the issue. Value is lost, and ROI can be heavily impacted. But an ecosystem gives customers the peace of mind that comes with knowing that they have one single point of contact should something happen to go wrong, with resources dedicated to helping them fix the problem. 

Product integration is one of our customers’ biggest challenges. Creating an ecosystem that allows products to work seamlessly together without constant care and feeding frees up time and resources that would have been otherwise spent making sense of an unintegrated set of products. And when the ecosystem is a suite of products already vetted and backed by a trusted partner and advisor, that’s peace of mind customers can count on.

Want more? Check out these additional perspectives on digital and event technology. 

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