Why smart event marketers use data gap analysis to drive better ROI for themselves and their sponsors.
By Barnaby West, Commercial Director
Let’s be honest – marketing an event is hard graft. You’ve got targets to hit, sponsors to keep happy, and a million moving parts. But if there’s one thing that will make or break the success of your event, it’s this:
Do you know how well your event data aligns with your Ideal Visitor Profile (IVP)?
If that sentence made you wince, don’t worry. You’re not alone.
What Is an Ideal Visitor Profile (IVP), Anyway?
Your IVP is the combination of the right companies and the right decision-makers within those companies who your event is built for.
Think of it like this: if your event is a top-class dinner party, your IVP are the guests you absolutely need to show up to make it a hit — whether that’s for lead generation, sales conversations, partnerships, or simply industry buzz.
These are the names your sponsors are looking out for, the titles your sales team are hoping to network with, and the job roles your keynote is actually relevant to.
Why Your CRM Might Not Be Cutting It
Many event owners assume their CRM or marketing list already includes their IVP. Here’s the reality:
Most event marketing databases are packed with the wrong people.
You’ve got:
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Old data from 2017 that’s never been refreshed
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Contacts who signed up for a freebie but never attended
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Junior roles with no buying power
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Organisations that don’t fit your sector sweet spot
And that means? Wasted marketing spend. Disappointed sponsors. Low-value conversations.
Enter the Gap Analysis Matrix
This is where the gap analysis matrix becomes your best friend. It’s a simple but powerful tool that lets you compare:
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Who you’re targeting and attracting
vs. -
Who you and your sponsors actually want to be there
Here’s what it looks at:
| Metric | Your Current Data | Ideal Visitor Profile | The Gap |
|---|---|---|---|
| Industry sector presence | 40% relevant | 80% relevant | -40% |
| Company size/turnover | Mostly SMEs | Enterprise & Mid-market | Missed mark |
| Job seniority | 60% mid-level | 90% C-suite/Heads | -30% |
| Buying influence | Unclear | Decision-makers | ? |
You get the picture. With a matrix like this, you can finally see where your blind spots are.
Why This Matters (To You and Your Sponsors)
When you know the gap, you can close it. And when you close it, everyone wins.
For You:
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Smarter targeting: Focus on building campaigns around the profiles that matter.
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Better conversion: Spend less, get more – because your messaging hits the right people.
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Stronger brand positioning: You’re seen as the event that attracts decision-makers.
For Your Sponsors:
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Clear ROI: They know the right people are in the room.
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Relevant leads: Not just volume, but quality.
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Confidence to spend more: A sponsor who sees value becomes a sponsor who comes back.
3 Steps to Start Your Gap Analysis
You don’t need a team of data scientists to do this. Just a bit of focus and the right mindset:
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Define your Ideal Visitor Profile
Be specific. Think company size, sectors, job titles, pain points, and buying influence. -
Audit your current CRM and marketing lists
What % of your database actually matches the IVP? -
Build your gap matrix and prioritise
Where are the biggest gaps? Which ones can you tackle with targeted campaigns or partnerships?
Want Help? That’s What We Do.
As a B2B data consultant, I help event marketers like you build data strategies that actually work. If your event deserves better leads, more engaged visitors, and sponsors who rave about results — get in touch.
In Summary:
If you don’t know how much of your event data matches your Ideal Visitor Profile, you’re flying blind. A gap analysis matrix gives you clarity, focus, and the tools to make every pound of your marketing budget count.
Let’s turn that data into decisions. Your next event depends on it.
