When live events return "the data will have to be there"

Zachary Tranter, the newly appointed Project Director of Cheerful TwentyFirst, talks about the importance of data analytics now and when live events return.

He explains that virtual events have provided so much data and audience intelligence, that when live events return, the same level of analytics will have to be there in order for events to succeed. The results will be much higher levels of personalisation and delegate engagement.