What is the Segment and Event Type in Gather Tracking?

Differentiating between whether the lead or booking is corporate or social can provide greater visibility into your business trends and your market. 

Event types can lead you to better recognize the overall niche of your venue. Is this a pharmaceutical event or happy hour? Collecting this information up front is a useful way to back up what you already probably know about your venue. 

Segment

The segment indicates whether the event was social or corporate, providing visibility into your current client base. Knowing your audience is a critical first step in creating initial marketing strategies, and also ensuring that they yield the return you're looking for down the road. 

Let's say you don't realize that about 60% of your holiday event sales typically fall into the social category, then you might be sending out corporate holiday party email blasts to the wrong people. 

Event Type

Denoting event types and evaluating the input is an effective way to monitor helpful trends and drill down into the types of events that you are having on a regular basis! 

When a corporate group comes in, will you mark the event type as ‘Corporate’ or ‘Networking’? There is no wrong answer here — Just an opportunity to get on the same page with your team so that the corresponding Reports match the data you are looking for. 

The more broad event types like ‘Private Party’ are often used when one of the provided options from the drop-down list isn’t a perfect match for your event. This mix of broad and specific event types gives you the power and flexibility to decide what’s important for your team’s reports.

Gather Tip: Want to know the trick for ensuring the clearest data possible? Decide ahead of time which fields from the drop-down will serve as your team’s go-to event types.