Time: 14 Minutes well spent!Why event businesses need universal data enrichment when using third-party forms—and how to preserve UTMs, tracking parameters, timezone data, and complete customer journey attribution regardless of your tool stack Key Takeaways Here’s what kills most event business marketing campaigns: You’re running Google Ads and Meta campaigns. Tracking is set up. UTM parameters are clean. Attribution is working. Then you decide …

Time: 3 Minutes well spent!Key Takeaways Eighteen months ago, I noticed something odd in our client data that challenged everything the industry believed about Gen Z. A corporate client running hybrid events showed digital engagement consistently dropping while in-person registrations hit capacity weeks early. The conversion rates told the real story: digital attendees converted at 12%, but in-person attendees hit 47%. Nearly a 4x …