Experts & Opinions: The Power of Data in Shaping Our Industry’s FutureExperts & Opinions: The Power of Data in Shaping Our Industry’s Future
IAEE President & CEO Marsha Flanagan highlights how data-driven decision making is revolutionizing the exhibitions and events industry through new research tools, benchmarking capabilities, and predictive analytics that enable organizers to enhance participant experiences, optimize operations, and drive sustainable economic value.
Throughout my career in exhibitions and events, I’ve witnessed countless transformations in how we connect, plan, and deliver value to our communities. Yet nothing has been more impactful to our evolution than the strategic integration of data into every aspect of how we operate.
In a few weeks, I will be attending the annual Center for Exhibition Industry Research (CEIR) Predict Conference along with fellow industry leaders eager to take B2B events to new heights. With the role of data in business strategy expanding exponentially, I find myself reflecting on what exactly makes it so powerful and why we are in a better position than ever to apply this incredible resource in ways that once seemed unattainable.
Today’s most successful organizers share a common trait: they are using the data collected at their exhibitions to its fullest extent. While industry knowledge and experience remain invaluable, the complexity of today’s events demands a much deeper dive into insights that can be used to navigate uncertainty and identify opportunities.
This shift represents more than just operational improvement because it recognizes how our exhibitions generate sustainable economic value. When we design events informed by comprehensive data analysis, we’re not just filling booth spaces or meeting attendance targets, we are creating environments where meaningful business relationships flourish, innovations emerge, and entire industries advance.
The impact is measurable. CEIR research shows that B2B events are poised to generate $426.1 billion in direct spending and support over 2.6 million jobs across the United States in 2025. These numbers reflect the tangible outcomes of strategic planning backed by solid intelligence about market dynamics, participant behavior, and industry trends.
For me, one of the most exciting aspects about IAEE’s integration of CEIR as its official research division is that we’ve moved beyond simply providing statistics. CEIR delivers actionable intelligence that enables smarter strategic planning at every level of event management. The key is to highly customize your strategy and, given the tools now available, there is no reason not to.
For decades, the CEIR Index has provided exhibition organizers with a clear picture of where their markets are heading and what strategic adjustments may be necessary. Earlier this year, we unveiled the CEIR Index Dashboard, built on Oxford Economics’ Symphony BI platform. While it still provides comprehensive insights into industry performance across 14 distinct sectors as well as forecasting capabilities for the next three years, the new format is a gamechanger in how data can be tailored to address specific needs.
CEIR’s new Performance Benchmarking Playbook Series also provides organizers with targeted, actionable intelligence by focusing on five distinct event categories: Small B2B Exhibitions under 50,000 net square feet, Midsize B2B Exhibitions ranging from 50,000 to 199,000 net square feet, Healthcare B2B Exhibitions, Large B2B Exhibitions exceeding 200,000 net square feet, and Independent B2B Exhibitions.
Each report provides comprehensive benchmarks across critical performance areas including financial metrics, staffing optimization, technology integration, location strategy, and participant retention. Insights into Net Promoter Scores (NPS) and retention metrics for both exhibitors and attendees are also valuable, given that research consistently links these factors to stronger financial and operational outcomes.
These benchmarking tools enable organizers to evaluate their performance against relevant peers, identify areas for improvement, and make strategic decisions backed by industry-wide intelligence rather than isolated assumptions.
CEIR’s Predict Conference illustrates our commitment to this forward-thinking mindset by bringing together economists, geopolitical experts, and industry leaders to explore emerging trends and their implications for B2B exhibition strategy. By combining quantitative insights from the CEIR Index with qualitative perspectives from diverse experts, Predict provides the comprehensive intelligence framework needed to confidently maneuver an ever-changing environment.
Conversations at Predict include how leaders can leverage data to enhance participant experiences, optimize operational efficiency, and create year-round engagement strategies that extend value far beyond individual events. The beauty of Predict is that the knowledge is culled from both within, and far beyond, our industry.
I am confident that those who embrace the power of data in their strategic decision-making will thrive. CEIR’s research capabilities, benchmarking tools, and predictive insights provide the foundation for this process. I invite you to leverage these resources in your proactive strategic journey that anticipates market needs and positions business events for long-term success.
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