UNSCRIPTED: Exploring the Evolution and Future Trajectories of Event Technology with Tim Groot
In my second episode of UNSCRIPTED, first published on Digitising Events, I engage in a profound conversation with Tim Groot, CEO of GRIP, exploring the intricate tapestry of event technology’s evolution. Our dialogue navigates through the myriad of challenges the event industry faces and envisages a future sculpted by emerging technologies.
One of the critical things we explore in this podcast is how the Event Tech sector has done a lousy job connecting the dots to RoI, which is at the core of the CVI + CVO Framework™ we have developed at The Media CTO.
The Genesis of GRIP A Very Personal Journey
Tim Groot, the visionary behind GRIP, embarked on a clear mission: to enhance human connections through technology, especially in a world progressively dominated by digital interactions. He perceives events not merely as gatherings but as pivotal platforms that foster human relationships and facilitate the forward momentum of markets through knowledge sharing and the proliferation of innovative ideas.
Evolution of Events A Landscape in Flux
The event landscape has witnessed a significant shift towards content-centricity, with organisers and attendees placing a premium on the quality and relevance of presented content. The onset of the COVID-19 pandemic further reshaped this landscape, emphasising the importance of interactions and relationships between people in events despite the logistical challenges that event organisers continually face.
The ROI Challenge Connecting the Dots with Data
For event organisers, ROI has traditionally been measured in terms of ticket sales, sponsorships, and attendee numbers. However, the challenge lies in leveraging data from various facets of events to evidence positive returns and adapt to the diverse nature of events and audiences. Tim emphasises the importance of using data science to create better experiences and a framework to articulate how different aspects fit together.
Navigating the Data and Tech Frontiers of Events
The integration of technology and data literacy in events is pivotal. However, the complexity and nuances of this integration, such as syncing data between different sources and decentralising decision-making to various managers, often need to pay more attention to the broader, integrative perspective essential for long-term success.
The Future of Events: Augmented Experiences
Tim suggests that the advent of augmented reality, especially with innovations like Apple Vision Pro, is poised to be a game-changer, overlaying our perceived reality with a digital layer, offering an immersive and interactive multifaceted experience. This technological renaissance promises to fill seats and create multidimensional experiences that resonate profoundly.
A Visionary’s Perspective on Event Technology
Tim concludes that events are increasingly becoming more about data and the strategic use of it. The future of events is not just about embracing technology but instilling a discipline to leverage it effectively and consistently, creating an organisational discipline to apply it to every event.
A quick note about UNSCRIPTED
In these podcasts, I hope to shed light on the importance of applying Data Science correctly to Events. My guests are individuals who can add value to these conversations. Some may be Event Tech suppliers like Tim; however, these podcasts are entirely independent to facilitate an unbiased exploration of the topic.