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Tom Hall
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B
ig data is here. But how helpful is it for the events industry?
While data can tell you what ‘is’, it can’t tell you what you ‘ought’
to do, as philosopher David Hume might’ve pointed out.
Indeed, the world’s most influential events – and the artists on their
line-ups – came to the fore without the benefit of Big Data.
The Beatles (whose ‘White Album’ just celebrated its 50th
anniversary) were not created by a committee scrolling through
Google Analytics. Nor was the global success of Live Aid (Queen’s
performance from which is re-enacted in Bohemian Rhapsody) down to
a demographically-targeted social media marketing effort.
Meanwhile, the deluge of enticing data available on international
destinations has inspired few festival organisers to successfully geo-
clone their events in pastures new.
The exhibition sector, by contrast, routinely replicates its brands
across multiple diverse locations. What is it that keeps outdoor events
locked in the same field year after year? (See our cover story p30).
Whether you’re starting festivals, promoting bands or creating
concerts, you won’t be remembered for having all the right data at your
fingertips. You’ll be remembered because you delivered effectively.
This is good news for event professionals, as it means your gut
feeling and on-the-ground experience might make a real difference.
Of course,data can be very useful. But possessing mountains of
data, and delivering something meaningful for audiences, is often
uncorrelated.
Tom Hall, Editor
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