Use Case
EventWorks CRM
Get more out of your data stored in EventWorks with QZM Intelligence to analyse, automate, and activate data from a centralised customer data warehouse.
Take your event management data to the next level with automated business intelligence
We have worked with the EventWorks CRM system since 2022, building custom connectors to extract data for advanced analytics, enrich customer profiles, and provide support services to our clients.
Centralised Business Analytics
Modelled Business Logic
EventWorks + QZM Data
Automate the collection of data and centralise your business intelligence
With pre-built and customisable dashboards, users can quickly find answers to their questions, focus on maximising the analytics platform, and make data-informed decisions with confidence.
Keep an eye on progress with YoY comparisons across the main business KPIs broken down by venue, source, type, salesperson and more.
Breakdown enquiries by Source to see which channels are driving enquiries WoW or any other date granularity.
See a breakdown of enquiries by type with YoY comparison. These can also be filtered by venue, salesperson or any other metric.
Predict demand by tracking the long-tail of enquiries to analyse when they were created, event date, and close date (we calculate lead & close times based on these metrics).
Monitor conversion rates broken down by venue, source, period, type and more.
Monitor qualification rates to see how well enquiries are progressing across the stages. Identify any outliers and issues that could be affecting conversions.
Understand the lost reason and where in the funnel enquiries drop off.
AI-Powered Analytics
& Business Intelligence
Discover insights faster and detect data anomalies
Actionable
Insights
Provide analytics context that drives actionable insights
Governed & Secure
Data Analytics
Guarantee secure and reliable access to data analytics for the right people
Define the Metrics & KPIs that Matter.
Share Across Teams & Tools.
Custom metrics and definitions powered by your business logic provides a consistent and reliable layer of metrics to ensure that every system, application, or AI agent accessing your data always receives accurate and unified information.
Pre-built Models
Perfectly formatted data to merge seamlessly with other datasets
Semantic Layer
Ensuring trusted & governed data is being fed to systems
Orchestrated
Models are built automatically when source data is updated
Make EventWorks CRM part of your composable data platform
Power your marketing campaigns and drive sales engagement when systems work together to unlock hidden insights.
EventWorks Only
EventWorks + QZM Data
Manual recording of event enquiries
Without an integrated enquiry management system, users are responsible for ensuring data capture, qualification, and upload to the system. This usually means many enquiries aren’t recorded, and can’t be used for enquiry analytics.
Automate lead capture & qualification
Our enquiry management data flows apply your business logic to automatically qualify inbound leads. In addition, we enrich lead records before they are created directly in the system, with automated alerts and follow-up actions.
CSV exports for reporting
Manually downloading reports can be time-consuming and error-prone when formatting or creating additional calculated fields. This process is further complicated by storing multiple files (often not securely) on users devices, meaning shared access is limited and reporting is infrequent.
Automatically extract data for analytics
Our EventWorks custom connector ensures accurate and up-to-date records are stored in the data warehouse, ready to be modelled for analytics and activation in the tools used by the business. This frees up the team to take action on the insights and focus on business outcomes.
Limited customer communications
When customer profiles lack the insights that can drive real personalisation, opportunities are missed to reduce ad spend, deliver targeted campaigns, and delight customers with the right message at the right time.
Better targeting with custom audience lists
Using the data extracted from EventWorks and modelled in the warehouse, users can filter audiences based on pre-defined traits which are automatically updated as changes are detected in the data. Use these audience lists to send targeted campaigns or optimise paid ads for improved ROAS.
Fragmented pipeline visibility
Without a central view of all enquiries, understanding what’s driving the funnel becomes difficult to review and act quickly when changes are required.
Funnel analytics for business impact
With a central view of all enquiries, businesses can assess pipeline value, stage drop-off, and more to provide a holistic view of venue performance.
EventWorks + QZM Data
Automate lead capture & qualification
Our enquiry management data flows apply your business logic to automatically qualify inbound leads. In addition, we enrich lead records before they are created directly in the system, with automated alerts and follow-up actions.
Automatically extract data for analytics
Our EventWorks custom connector ensures accurate and up-to-date records are stored in the data warehouse, ready to be modelled for analytics and activation in the tools used by the business. This frees up the team to take action on the insights and focus on business outcomes.
Better targeting with custom audience lists
Using the data extracted from EventWorks and modelled in the warehouse, users can filter audiences based on pre-defined traits which are automatically updated as changes are detected in the data. Use these audience lists to send targeted campaigns or optimise paid ads for improved ROAS.
Funnel analytics for business impact
With a central view of all enquiries, businesses can assess pipeline value, stage drop-off, and more to provide a holistic view of venue performance.
An end-to-end journey connecting people, processes, and performance
Starting with the initial enquiry, we operationalise the data to ensure every step of the journey meets the goals of the business.
Capture enquiry data including tracking parameters
With our EventWorks custom API connector, we automatically create the event as well as associated records along with additional data captured such as source, GCLID, and other custom parameters. This can all be used to track performance, optimise campaigns and engage with customers knowing the full picture.
Analytics with pre-configured dashboards and reports
Once the event is created inside EventWorks, we extract the data using our custom connector to a central secure data warehouse. This allows us to build modelled datasets to deliver consistent, reliable data that aligns with your business logic. This data is then available for analytics in near-real-time, empowering your team to make data-informed decisions quickly.
Personalise engagement with custom audience lists
With your customer data in the warehouse, utilise the power of audience segmentation to create lists that can be used for email campaigns, targeted ads on paid platforms as well as website personalisation. These lists can be automatically uploaded to ad networks for audience suppression, look-a-like audiences and more.
Activate data back inside EventWorks
Custom metrics created as part of the modelled datasets are also made available back inside EventWorks so there is a central view of all record data, including lead scores, customer lifetime value, calculated time fields, response times and more.
Keeping systems synced across the entire stack
In addition to EventWorks data, we can connect to any other applications used by the business to reduce duplicate data, and automatically update systems when changes are detected. For example, if someone unsubscribes we can ensure all customer records are updated with this preference.
Uncover hidden trends in your data with AI-Powered Analytics
Our AI insights uncover the “why” behind your data, revealing the factors driving results. Instantly access clear explanations or comparisons for the analytics that matter to you.
Self-service analytics to democratise data access
Experience faster insights at your fingertips with self-service analytics powered by Natural Language Queries (NLQ). Easily access the insights you need, when you need them, empowering quicker and more informed decisions.
Drive actionable decisions with Data Storytelling
Discover trends and add meaningful context through dynamic narratives powered by augmented analytics. Share these compelling stories across your organisation to improve decision-making.
Get notified about data changes in real-time
We constantly monitor the data for changes against what is known and what isn’t known so users can understand when and why something happened and take action immediately.
Automatically share reports and generate presentations
Transform complex data into clear, actionable presentations. Keep your team or stakeholders aligned with automatically updated reports, delivering the latest insights for smarter, faster decision-making.
Analytics-ready data models to power GenAI systems
Providing systems with the data required to train AI/ML models as well as other AI-driven tools to deliver AI-assisted insights or customer sentiment analysis.
Additional Services to Support EventWorks CRM
Custom webform integration
With our custom built webforms, we are able to capture all the information required for an event enquiry, significantly speeding up the process of qualifying leads and responding more accurately to specific requests. Additional data capture allows us to enrich user profiles, as well as track user activity for engagement metrics.
HubSpot to EventWorks integration
We have built a custom HubSpot App that provides a direct integration with EventWorks CRM. This integration can be configured to send data into EventWorks based on the webhook subscriptions.
Send exported data to Excel or Google Sheets
Once data has been exported from EventWorks CRM and stored in the data warehouse, we can automatically send this data to either Excel or Google Sheets. With the data modelled on your business logic, you can ensure consistent delivery of data in the column formats you require.
Deduplication & record merging
In order to maintain an accurate system of record across the accounts and contacts, data cleansing actions can be conducted to identify and merge records where duplicates have been created by different users. This will provide a more trustworthy dataset that can be used for calculating customer value metrics, identify key accounts, and ensure there is a single customer view of all activities.
Multi-system/venue integration
Where multiple systems have been implemented, it’s vital this information be centralised to report across the group or venues to glean a full picture of performance. The data warehouse then becomes the single source of truth, powering marketing outreach, business development, and other central roles that require access to information that is spread across multiple systems.
Custom configuration of system
Every business is different, and the data that is captured needs to reflect the business logic in order to drive the required actions from sales engagement to marketing reporting. Building the right fields within the system and pulling the data into the central warehouse will enable greater opportunities to automate processes, analyse more data points, and use this information in other systems.
Zapier integration to other systems
With the recent introduction of EventWorks CRM to Zapier, the doors have been opened to a host of other integration opportunities to help automate the movement of data between systems. We are able to assist in setting these up to ensure a smooth flow of data between any system you would like to send data from or to.
Get access to analytics powered by QZM Intelligence and unlock your hidden insights