The new service addresses a common challenge in the events industry: many teams launch campaigns without a clear plan for how their data will be used, maintained or measured. Event databases typically decay at 20-30% per year, affecting email deliverability, campaign performance and marketing ROI.

Data Strategy Sessions provide event organisers with a structured review of their current database, identifying quality issues, data gaps and opportunities for improvement. The sessions focus on practical planning – from segmentation and targeting to measurement frameworks – helping teams establish a data approach 12-15 months before their event goes live.

"Data is the engine behind registrations, exhibitor sales and marketing performance," says Chris Hollins, Director & Co-Founder. "Planning for it strategically, rather than reactively, means campaigns become more efficient and marketing spend more effective."

The service is aimed at trade show, conference and consumer event organisers looking to improve data quality and campaign outcomes for their 2026 events.