How to Use Trackers (for Event Organisers)

Trackers turn one-time research into ongoing monitoring. Used properly, they ensure you never miss a sponsor, exhibitor, or competitor update.

Organisers can use Trackers in three core ways:

1. Customer tracking – Watch where your current or target sponsors/exhibitors are committing budgets. If they’re supporting a competitor, it’s a signal you should re-engage them.

2. Competitor tracking – Save competitor events as Trackers and get notified whenever they add new sponsors, exhibitors, or dates.

3. Calendar risk tracking – Use Trackers to scan for overlapping events in your region or industry that might cut into attendance.

This intelligence makes it easier to win sponsors, avoid risks, and plan strategically.

Steps

1. Go to Research and run a company or event search.

2. Apply filters (industry, geography, dates).

3. Click Save as Tracker.

4. Decide update frequency (daily/weekly).

5. Assign the Tracker to your team to review regularly.

Tips

• Always tag Trackers with the event series or customer segment name for clarity.

• Use Trackers at the start of your event cycle to spot early sponsor signals.

• Don’t set too many generic Trackers—focus on the ones linked to revenue or risk.