Cvent Acquired event measurement technology provider Alliance Tech, with an eye toward capturing another part of the meetings life cycle, the on-site measurement of results.
“Even today, people think we’re just about registration,” says Brian Ludwig, senior vice president of sales for Cvent. “Registration, marketing, check-in, badges, mobile apps, and all of the analytics that go with that; we handle cradle-to-grave event management.”
Alliance Tech specializes in RFID and other technology that is used on-site, and will facilitate Cvent creating a “digital fingerprint” of attendees so companies can see an immediate impact on their pipeline.
The move fits with Cvent’s previous acquisition of Crowd Compass, which provides on-site mobile apps.
“We’re making a big play for technology for day-of event management,” Ludwig explains.
Ludwig says Cvent expects to launch two new products in 2016: a program that will facilitate the back-and-forth processing of content, such as calls for papers and abstracts, which will be especially relevant to scientific conferences; and a program that will improve the one-on-one appointment process by utilizing an algorithm that creates more-relevant matches and then flows them into the personal schedules of participants.
Ludwig says that the scheduling product will be available both as a standalone product or can be combined with its existing platform.
