The Growing Importance of Event Technologists
Event technology is becoming increasingly crucial to the success of meetings and events. Allyson Keenan, who has advanced through various roles at Cvent, emphasizes that having a dedicated event technologist can significantly benefit a meetings department. She highlights that the role can be situated in various departments, such as marketing, IT, or operations, depending on the organization’s structure.
During a recent webinar for MeetingsNet, Keenan explained the need for this role, as she has a broad and clear perspective on the benefits an event technologist can provide.
Julie Haddix, senior director of industry solutions for Cvent, notes the necessity for a single point of contact to oversee a cohesive meetings portfolio, pointing out that “requires technology to maximize effectiveness and minimize costs—and building and maintaining a well-integrated technology stack requires a dedicated effort.”
The Role and Responsibilities
An event technologist must possess a deep understanding of how technology can enhance various aspects of events. This includes improving:
- Planning
- Marketing
- Execution
- Results measurement
They should also have an in-depth knowledge of each technology’s functionality. This expertise is essential for both strategic planning and troubleshooting during events.
Another critical skill for an event technologist is effective communication. They must facilitate open communication between the meetings department and other departments to ensure everyone understands how technology can help them achieve their objectives and integrate within the overall technology stack.
In-House vs. Outsourced
Organizations have the option of either hiring an event technologist internally or outsourcing the role. Keenan suggests that during peak meeting seasons, partnering with an events-knowledgeable technology consultant might be the most practical option.
However, she also points out that “training someone internally can bring long-term benefits and cost savings,” including better collaboration, better attendee experiences, and better analysis of the data collected by all technology tools in use.
Haddix and Keenan caution that staying current with technological advancements requires continuous learning, which could limit the time available for event design and other traditional planning duties. Therefore, the decision to take on the role internally should be made with careful consideration.
