The signs are everywhere that associations and corporations are relying more heavily on ever-larger volumes of data to guide their decisions. If our meetings fall behind in the race to take better advantage of data-driven strategies, the rapid loss of focus and relevance will crush us. There’s nothing new in the need to base our meeting strategies, programs, and marketing collateral on sound research, rather than educated guesses or wild hunches. (It’s been six years since an ...

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