Post COVID: Why Venues Need to Collect New Data for Events

The COVID pandemic over the past few years stopped events, concerts, and conferences in their tracks. With the world now moving more quickly towards returning to normal, events like sports and concerts have started to resurface on event calendars all over the world. Planning events while ensuring the necessary safety measures are in place requires new strategies than what the normal once was pre-COVID. So how do venues plan and execute a successful event post COVID? By collecting new data that represents the new normal.  

Data collection is at the forefront of many businesses marketing strategies, and venues and events are no exception. Collecting and analyzing data allows venues to gather insights into their audience and guests, making critical decisions to improve future events and gatherings.  

Any data previously collected pre-COVID may not be an accurate representation of their audience’s wants and needs now. To grow and thrive in a post-COVID world, venues need to revamp their data collection strategies to create an optimal environment for their audiences to ensure satisfaction and keep them coming back. 

How COVID Has Changed How People Attend Events  

With in-person events on the rise, it’s essential to look at how guests attending events have changed over the last few years due to the pandemic. People thrive on being around others and experiencing events that create lasting memories. Although COVID is not entirely out of the picture, how people attend events will look different than before the pandemic changed everyone’s way of life.  

Venues must adjust and accommodate guests’ needs to maximize their participation and engagement and reach their target audience through marketing. More people are looking towards digital options if possible to reduce exposure and limit the chances of COVID infections. The evolving needs require venues to incorporate more digital participation options, increased security measures at large events, and enforce rules and regulations to help ensure the health and safety of all those attending. To accommodate these changing needs, venues and marketing teams need intelligent ways to collect essential data on their guests.  

The Importance of Collecting Event Data 

The advancement of digital technology has transformed the way data collection is managed for events and gatherings. Venue marketing teams and event organizers who once collected data through participation numbers, attendance, and surveys, have now shifted into more technologically advanced data collection strategies. These strategies can provide detailed information on people attending events, allowing them to shift and evolve marketing strategies and improve guest experiences. 

Utilizing innovative tools like GoZone WiFi solutions allows vendors, venues, and teams to use guest WiFi services offered at events to collect valuable insights. Data that shows attendees’ behaviors provides a way to get the right marketing material directly in front of the target audience and evaluate what they like and dislike. This data collected can help review the guest’s needs and assess future event planning to accommodate them and make guests feel comfortable with returning. 

Integrating GoZone WiFi’s Guest WiFi solution is easy. Chat with us, fill out a form, or give us a call to get started. 

Contact Us Today! 

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Smart WiFi Suite Enterprise Feature Matrix

  • Enterprise-grade cloud infrastructure
    Scaleable platforms on the Amazon AWS cloud provides carrier-grade uptime.
  • Multi-Location Data Views
    An aggregated view of your data giving you visibility to all of your locations or drill-down to specific locations.
  • User Access Control
    Allows your administrator to control and limit access, features and data visibility among users.
  • Advanced Captive Portal Engine
    A complete toolset to design and build dynamic captive portals, guest flows and custom privacy controls. Includes our Touchless Menu features.
  • Guest Forms, Vouchers and Payments
    Collect guest data, surveys, on-line or offline payments and offer different access levels.
  • Customized login methods
    Choose how guests are able to access your network including social login, emails and SMS login, advertisements or a combination.
  • Data Export
    Full guest profile export to CSV allowing you to use collected data in third party systems.
  • Detailed Location Data Analytics
    Analyse detailed information about your locations like busy days, busy times and location comparisons.
  • Demographics and Device Information
    Make informed decisions based on detailed demographics and perform location comparisons.
  • Data Sync to other systems/API
    Save time populating other systems as guest profile data can be sent to external systems on timed intervals.
  • Triggered Campaigns
    Engage with your guests without the manual work by creating personalized email, SMS or Twitter campaigns.
  • Coupons and Loyalty
    Increase spend and promote repeat visits by creating incentives for guests or their friends to come back.
  • Import external data
    Bring in contact data from other systems to consolidate your marketing efforts into a single comprehensive platform.
  • Contact segmenting and lists
    Build contact groups to send personalized messages to your guests based on automatic segmentation and your own critera.
  • Scheduled Campaigns
    Communicate with your contacts to drive awareness through email, SMS or Twitter.
  • Traffic Counts and Statistics
    Monitor your venue and events with real-time and recorded traffic counts and patterning.
  • Heatmapping and Traffic Flows
    Visualize crowd density and how people flow in, out and through your venue to see where people congegrate.
  • Alerting and Reporting
    Create automated alerts to help control crowds or to monitor abnormal trends.
  • Intelligent Landing Page Builder
    Simple to create pages that support multiple campaign types and can easily be modified and re-purposed for other venues or events.
  • Campaign Management Tools
    Offer your advertisers options to suit their advertising needs such as A/B testing, ad weights, flexible scheduling and more.
  • Reporting and Attribution
    Analyse detailed information about the campaigns and creatives to get the best campaign targeting.

  • Access


  • Insights


  • Automation


  • Contacts


  • Presence


  • Advertising

You should receive a text shortly with a link to view a sample Guest Flow.

Take a look at the sample we just sent you, and feel free to reach out if you’d like to learn more.

Custom Splash Page Builder

A custom splash page helps give a captive portal the branded look it needs to stand out from the crowd and give guests the peace of mind they’re accessing the network associated with the venue they’re visiting.

WiFi Payments and Vouchers

Offer premium guest WiFi access and promote WiFi upgrades with comprehensive payment and voucher modules. Payments can be used to offer guests varying speeds of WiFi access, while vouchers are great for venues that want to utilize a captive portal that also requires a voucher code for WiFi access.
WiFi payments and vouchers

Guest Plans

Venues can now offer multiple levels of guest WiFi access with our Guest Plan feature. Guest Plans are defined by specific upload and download speeds and session time limits. Brick-and-mortar businesses can offer guest WiFi access and promote WiFi upgrades with our new payment and voucher modules.

Versatile Form Builder

Create and display custom guest surveys on any splash page of your guest flow. Collect feedback and gather additional data points to create smarter marketing.

Enhanced Guest Flow

Guest flow gives venues complete control over the guest WiFi experience. Guest flows help keep a visually pleasing captive portal experience by preventing clutter of multiple marketing assets. Keep it simple, or turn your WiFi into a digital billboard.
WiFi splash page with survey social login

Integrated Ad Spaces

Ad Space Integrations is a powerful feature for venues who want to promote products, deals and specials, online shopping, loyalty programs and other signups, or third-party advertisers all on a pre-authenticated Splash Page.

Increase impressions and clicks for advertising opportunities by showcasing AdSpaces before requiring a guest to connect to WiFi.

Have an app that needs more downloads? The URL redirect function will navigate guests to the app store specific to their device as soon as they click on the advertisement/call-to-action button.

No more will guests have to wait to connect to WiFi to reach interactive ads. Ad Space Integrations takes Ads4WiFi smart advertising tools and places it our smart marketing environment powered by Marketing4WiFi.

Hotspot Scheduler

Determine the specific days and times that WiFi is available to guests. Hotspot Scheduler offers smarter WiFi control by allowing venues to run their guest WiFi during business hours.