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ITCM

Since its launch in 1988 ITCM has been reporting on the latest developments in the MICE market from around the world.
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No, you don’t have Big Data!

And don't look for meaning in meaningless data, advises Simon Clayton

Big Data: it's a great term, but it's being bandied about our industry like sweets at a kids' party. It's everywhere at the moment. I've been to several conferences and I read the industry press and you can't move for references to it.
But I can state categorically that no-one in the events industry has Big Data. There, I've said it. Every one of the people discussing the use of Big Data within our industry is peddling a misconception. Big Data does not exist in the events industry.


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Has AI now reared its head in the events industry?

Simon Clayton is not convinced

Artificial intelligence (AI) has been the stuff of sci-fi for decades and is now finally making some interesting leaps into the consumer world. Seth Shostak, Director of the Search for Extra-terrestrial Intelligence Institute (SETI), says: ‘Within 20 years, you will have one computer that's smarter than all humans put together.’

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How long are you allowed to keep events data?

Simon Clayton highlights the dangers

Event organisers collect a lot of data, but how long can that data be kept, what can be kept and how do you determine what’s safe to retain?
Two of the core principles of European data protection law, under both the old and new regimes, are that the data you collect must be relevant to the ways you are using it and that it must not be retained for longer than is necessary. Event organisers should consider these two standards together.


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Deleted data is often accessible

Event organisers have to prevent it being misused

We live in a busy world and the transient nature of our industry can mean that we are quick to move on to our next event. But before moving on, it’s worth making sure that your policies and procedures include tying up some loose ends.
It can be tempting to keep registration data indefinitely, because you never know when you may need it, but the more data you have stored, the more likely you will be hacked – especially if it is spread over multiple servers.


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Free advice on data protection

Answers to important questions for event organisers

Data is the key to the success of events. Every event generates a mountain of data ranging from contact details to dietary requirements to sponsor leads. As the event approaches, that data is typically shared across a variety of participants, from exhibitors to advertisers to hotels. This data can also move across international borders. Put simply, a lot of information moves around a lot of different people in a lot of different countries.

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