As budgets tighten and ROI becomes more scrutinised, exhibitors need more than just attendee lists—they need meaningful insights into engagement and intent.In this episode of 'UNSCRIPTED', I spoke with Adedamola Adeleke about the evolving role of data in live events and exhibitions. Ade brings a unique perspective as someone who used to produce B2B Events he is now at the other side as a sponsor and exhibitor. He passionately articulates his frustration with the shockingly poor data he receives from trade shows.
We discussed how current event data often fallsshort, why exhibitors should demand better analytics, and how digital marketing principles like lead scoring can be applied to in-person experiences.
Ade shared his perspective on building a "digital twin" of an event, where behavioral data is used to optimise exhibitor strategies, personalise attendee experiences, and prove the real impact of face-to-face interactions.
We also explored what events can learn from retail strategies like Tesco’s loyalty card system, how event tech is still solving the wrong problems, and why the future of exhibitions lies in better data-driven decision-making.
(00:00) Introduction and Guest Introduction
(02:44) The Gaps in Event Data & Lead Scoring
(07:10) Creating a ‘Digital Twin’ of Live Events(09:21) Why the Industry Needs Better Data Integration
(12:21) The Limitations of Current Event Tech
(26:58) What Events Can Learn from Retail & Digital Marketing
(32:25) Conclusion and Final Thoughts
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