The BI feedback button is your friend! The more you use it, the more concrete information you get. ICCA members, together with the ICCA Team, are working hard to achieve a mutually beneficial situation of sharing information on the ICCA Business Intelligence Database.
Keep finding ways to press it and you’ll be in the running to become the next Researcher of the Month, or even the Researcher of the Year!
Revin Samuel, Penang Convention & Exhibition Bureau, has secured the coveted title this month! Here’s what he had to say:
1. How does the ICCA Business Intelligence Database support your work or organisation?
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At the Penang Convention & Exhibition Bureau (PCEB), we rely on data to dictate our bidding strategy. The ICCA BI Database is the analytical engine that allows us to move away from reactive pitching and instead map out a proactive, long-term pipeline of high-yield international congresses. It helps me instantly qualify leads by tracking historical rotation patterns in the Asia-Pacific region and understanding exact venue requirements, ensuring that when we bid for an event, we already know it is a perfect logistical and economic fit.
2. What tips would you share with fellow ICCA members looking to get more from the database?
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Utilize the Excel Export: Do not limit your searches to the web interface. I highly recommend using the Excel export feature for your lead searches. With just basic Excel skills, you can filter, sort, and clean the data much more efficiently. It makes building and managing a targeted lead pipeline significantly faster.
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Build a Daily Habit: Integrate the database into your daily commercial workflow rather than treating it as a once-a-month project. Small, consistent updates via the “BI Feedback” button are the secret to maintaining top-tier data hygiene.
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Go Beyond the Basics: Dive into the historical data and saved searches to understand the behaviour of the association. Look at their past room-night blocks, preferred capacities, and rotation habits. That is where the real commercial intelligence lies.
3. What positive message would you like to share with the ICCA community?
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Working in research can sometimes feel isolated, especially if you are driving the data strategy single-handedly which is myself. But the ICCA Database reminds us that we are part of a massive global ecosystem. Every piece of data we share doesn’t just help our own destinations; it strengthens the entire global business events industry. The future of the MICE industry belongs to destinations and venues that leverage data collaboratively.
