ACTIVE Corporate

January 08, 2014 09:00 ET

ACTIVE Network™ Business Solutions Sees Event Technology Becoming Essential Piece of CMO Toolkit in 2014

Intelligence Gathered Throughout Event Portfolio Critical to Completing 360-Degree View of Customer; Tweet This: ACTIVE Business Solutions sees event tech becoming essential piece of CMO toolkit in 2014 #smartevents

SAN DIEGO, CA--(Marketwired - January 08, 2014) - ACTIVE Network™ Business Solutions , the leader in SMART EVENTS™ technology, today announced it sees event technology becoming an essential piece of the Chief Marketing Officer's (CMO's) toolkit in 2014. The Company says that leading organizations are using the intelligence gathered throughout their Meetings and Events portfolio to get a complete, 360-degree view of their customers.

"As organizations look to get a holistic view of their customers, the valuable intelligence gathered through Meetings and Events is a critical addition to well-established CRM and marketing automation tools," said JR Sherman, Senior General Manager and Senior Vice President of ACTIVE Network Business Solutions. "For most marketers, events are typically one of the highest spend categories, with one of the highest rates of return. Companies realize that they must apply the disciplines of digital marketing to live events in order to capture this intelligence and measure ROI."

"The EventTech Award we won demonstrates that by integrating attendee data from our live events into our CRM, we are able to deliver powerful results for our customers, and for our business," said Mike Stiles, Senior Corporate Events Manager with Adobe. "The ability to capture a complete view of the customer greatly helps us in providing more personalized experiences, and we are excited about the possibilities this is expected to bring in 2014."

ACTIVE expects the trend toward applying the disciplines of digital marketing to live events to drive further developments in 2014, specifically:

  • Companies will continue to implement "Big Data" strategies for their Meetings and Events, consolidating the associated data into a single technology platform and integrating it with their CRM and marketing automation technologies in order to make better-informed meeting and event decisions, deliver custom content, and measure ROI. Download ACTIVE's whitepaper, "Big Data: Transforming Meetings & Events With Better Intelligence."
  • Many organizations will use this consolidation as a first step toward implementing a SMM program in order to increase efficiencies and cost savings, reduce risk, track ROI, and tie their Meetings and Events strategy to that of the larger organization.
  • "Custom content will continue to be king!" says a new MPI study*. By analyzing touch points with attendees throughout the year, companies can better understand them in order to deliver content and information tailored to their specific areas of interest.

ACTIVE Network™ Business Solutions Group

ACTIVE Network™ is powering the next generation of SMART EVENTS™ through its Business Solutions technology suite, which provides intelligent data and insights designed to increase potential revenue growth, deepen attendee engagement and gain efficiency. Customers of all sizes -- including small and medium-sized businesses, enterprise corporations, associations, tradeshows and expos -- benefit from a single technology partner for all of their event management needs. The Business Solutions technology suite includes ACTIVE Conference™ for large flagship conferences, ACTIVE RegOnline™ for attendee management solutions, ACTIVE StarCite™ for strategic meetings management and event expense management, and the ACTIVE Marketplace™ to connect events with suppliers. For more information on ACTIVE Network Business Solutions please visit

About ACTIVE Network™

ACTIVE Network™ is the leading provider of Activity and Participant Management™ solutions. Our leading ACTIVE Works cloud platform scales to meet the needs of our customers, large and small, and makes managing and operating all types of activities, events and organizations smarter and more efficient. We power over 55,000 global customers and build leading vertical technology applications for the markets we serve. ACTIVE Network was founded in 1999, is headquartered in San Diego, California, and has offices worldwide. For more information, visit or follow us @activenetwork.

© 2013 The Active Network, Inc. All rights reserved. SMART EVENTS is a trademark of The Active Network, Inc. All other trademarks mentioned herein are the property of their respective owners.

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Event Management Blog

Strategic Meetings Management Blog

*MPI's 2013 Quarter 3 Business Barometer

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