MONTGOMERY GROUP

Background

When Montgomery Group’s Food Retail and Hospitality portfolio—a leading trade show organiser—reached out to us, they were facing significant challenges with their event data. Despite their success in hosting industry-renowned events, their data infrastructure was holding them back from achieving their growth goals.

The Challenge
Montgomery Group faced a range of pressing issues with their event data:

• Duplicated records and siloed data, leading to inefficiencies and missed opportunities
• Poor engagement and conversion rates, which limited the effectiveness of their campaigns
• A need to expand their target audience database with more highly qualified prospects
• A significant issue with unqualified visitors cluttering their database, impacting relationships with exhibitors

They needed a partner to help clean, expand, and optimise their database while creating a strategic plan to drive long-term growth.

Our Approach
We collaborated closely with Montgomery Group to tackle their challenges and transform their data into a valuable asset:

1. Comprehensive Target Universe Creation
   Using our advanced technology, we delivered complete universes of target organisations within the Food Retail and Hospitality sector, identifying the key decision-makers at those organisations. This empowered Montgomery Group to expand their reach with a database filled with desirable and highly qualified contacts.

2. Data Cleansing and Enrichment

   • We carried out a full data validation and cleansing process, removing duplicates and inaccuracies while ensuring the remaining data was accurate and up to date.
   • An ongoing enrichment programme was implemented to maintain data quality and ensure the database remained a powerful tool for growth.

3. Removing Unqualified Visitors
   We helped resolve a pressing issue by identifying and removing unqualified visitors from their database. This ensured their marketing efforts were laser-focused on attracting high-quality prospects, enhancing their value proposition to exhibitors.

4. Strategic Data Planning
   Beyond operational improvements, we crafted a comprehensive data strategy designed to support Montgomery Group’s long-term growth objectives. This strategy gave them a clear roadmap for leveraging their data effectively across campaigns and events.

The Results
Our work delivered significant, measurable results for Montgomery Group’s Food Retail and Hospitality portfolio:

• 52% increase in marketing engagement and conversion rates: Clean, targeted data allowed for more effective and impactful campaigns.
• Increase in VIP attendance: By focusing on qualified contacts, they attracted more high-quality VIP attendees, which enhanced the event experience and delivered greater value for exhibitors.
• Exhibitor re-bookings and revenue growth: Improved attendee quality translated into stronger exhibitor satisfaction, leading to higher re-booking rates and increased revenue.

Our Passion in Action
This partnership highlights how our expertise in B2B data and marketing empowers event organisers to overcome challenges and achieve measurable growth. For Montgomery Group, we transformed their data into a strategic asset that not only improved campaign performance but also strengthened relationships with their exhibitors and set the stage for sustained success.

Conclusion
Montgomery Group’s journey with The Data Business is a testament to the power of actionable, high-quality data. By addressing their challenges with a consultative approach, we’ve helped them achieve increased engagement, stronger exhibitor loyalty, and a clear path to long-term growth.

Is your event data working as hard as it could? Let’s talk.