By Mitra Sorrells interviews
Art Borrego is C.E.O. of Alliance Tech, a provider of event technology solutions for trade shows, conferences, and events.
Technology now makes it relatively easy—and affordable—to collect data on attendees and analyze it in real time. This understanding of attendees’ interests and behaviors facilitates the development of responsive marketing strategies, helping planners meet their objectives and ultimately increase the R.O.I. of their conferences, trade shows, and other events. Art Borrego is C.E.O. of Alliance Tech, an event technology solutions provider focused on business intelligence. He spoke to BizBash about the current state of event analytics and how the data can be used effectively.