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Data collection at special events Photo by ipopba / iStock / Getty Images Plus

PCMA Announces New Data Intelligence Service for Events

The new service from PCMA is designed to offer concrete insights into business events.

PCMA has just announced a new product designed to provide market intelligence and data analytics for the business events industry, enabling event professionals, organizations, hospitality providers and destination organizations to gain insights into industry trends and behaviors. “BEAM,” Business Events Analytics/Metrics, was revealed at IMEX 2019, taking place now in Frankfurt.

BEAM was developed by PCMA in partnership with Dallas-based Infogroup, a data management and marketing services company. Infogroup will independently manage the data and analytics process to ensure the service meets data security and privacy standards. Access to BEAM intelligence will be granted on a 12-month rolling license; the PCMA product is in pre-sales mode and will launch later this year, the association said.

“This customized analytics engine is unique as it draws information from multiple data sources to provide the business events industry with exclusive insights and capabilities to explore data," said Robert Haas, PCMA's chief administrative officer, who is spearheading BEAM.

Destinations International, a Washington, D.C.-based international resource for destination marketing professionals, will be PCMA's marketing partner for BEAM.

BEAM is designed to provide a comprehensive view of the business events industry by leveraging a portfolio of data sources to better understand individuals, organizations and face-to-face events. The data is intended to help predict behaviors of business events participants to aid professionals in delivering a more strategic, engaging and relevant experience.

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