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PCMA moves into data analytics with launch of BEAM

The Professional Convention Management Association (PCMA), has rolled out BEAM (Business Events Analytics/Metrics), a product that provides market intelligence and data analytics for the business events industry, in partnership with Dallas-based Infogroup, an intelligence and marketing company.

BEAM will provide a comprehensive insight of the business events industry by using a portfolio of data sources for enhanced understanding of individuals, organisations and face-to-face events. The data will help predict behaviour of delegates to help professionals deliver a more strategic and relevant experience. BEAM leverages a wide range of sources to provide a comprehensive view of the meetings industry.

The product will serve many purposes and levels of interest including managing big data by organising large, unstructured amounts of data that reveal patterns and trends, especially relating to human behaviour and interactions; event insights from all industries that participate in business events, including hospitality, venues, technology and destinations and industry insights that can be customised to each BEAM participant’s needs. It will also provide a data-hygiene process, allowing participants to ensure their CRM data is not obsolete, wrong or redundant.

Sherrif Karamat, president and CEO of PCMA, said: “We wanted to create a unique product unlike any other in the marketplace to unleash the extraordinary power of data to advance research, identify industry trends and create predictive analytics that will guide business event professionals to make informed and strategic business decisions.”

Robert Haas, PCMA’s chief administrative officer, said: “This customised 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.”

BEAM participants will only have access to their own proprietary data and PCMA will not have access to any data portfolio other than its own. BEAM intelligence access will be granted on a 12-month licence. The product is in pre-sales stage and will be launched in Q4 of 2019.