When asked how effective their data capture was, 61% of event marketers said it needed to improve, including 17% who answered that "it could be a lot better".

Seventy seven per cent used business cards to obtain information from visitors, while badge scanning was the most common method with 84% of respondents using it. Smaller numbers used enquiry forms and competitions.

When asked about how they use data after an event, 5% said following up leads wasn’t successful at all and 1% didn’t do anything at all with the data once collected.

After data was captured, more than half of marketers passed it onto a sales team to follow up.

The survey questioned 84 event marketers at Square Meal Venues and Events show, who put on an average of two events a year.

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