Beyond Numbers: Turning Data into Business Wins in Business Events
At the ICCA Asia Pacific EvolvDestination Forum 2025, the session “Beyond Numbers: Turning Data and Knowledge into Business Wins in Business Events” brought together industry voices — Dr Daniel Chong Ka Leong, (Dean, School of Hospitality and Tourism Management), Waikin Wong (Senior Regional Director, Asia Pacific, ICCA), and Dr Eunjin Kim (Researcher, Busan Development Institute) — to share insights on the transformative role of data.
Dr Daniel Chong introduced the concept of smart data, defined as actionable insights that drive meaningful decisions, while also addressing the challenges of survey-based data collection, such as low response rates and the difficulty in capturing qualitative feedback.
He emphasised that emotional engagement in event design, arguing that moments of connection often outweigh cognitive engagement in determining success. Drawing from Malaysian research, he highlighted the significance of collaborative activities and even environmental factors like room temperature in shaping experiences.
On the tech front, he also raised important concerns around RFID tracking in exhibitions, encouraging the use of incentives to improve data accuracy and response rates. All in all, it was a thought-provoking session that underscored how data, when humanised and applied meaningfully, can unlock powerful outcomes in the business events industry.
