Insights Lab - AI-Enhanced Sales Performance for DMOs

AI that speaks the language of events.

Effective. Fast. No heavy-lifting.

Insights Lab helps event sales and marketing teams win more business events by turning your existing data into actionable sales and marketing intelligence. Our AI-powered platform reveals hidden opportunities, optimizes your resources, and gives you the insights to crush your competition and become local heroes.

Unlike generic AI tools or complex consulting engagements, our purpose-built platform delivers clear, actionable insights without requiring new infrastructure or data expertise. Start seeing results in 90 days!

Safe. Secure. Simple.

Your data never leaves your control. Our secure Clean Room architecture ensures complete data privacy and security while our business event industry expertise delivers relevant insights that make a difference.

We do the work, you get the business. We handle all the analytic and insight development work using our AI tools and models with your data. You don't need to invest in substantial AI system development or training in order to see results.

Know Where You Stand With AI

Take a FREE confidential 5-minute assessment to understand your AI readiness and receive a personalized go-forward roadmap. Completely private - your data is not shared or retained. ChatGPT account required.

START YOUR FREE ASSESSMENT

We worry about the techie stuff.

A simplified secure architecture with four core components:

Secure Data Collection Platform

Private user-specific storage with secure access policies

Simple Data Upload Process

Straightforward and easy for users

AI Analysis and Insights

Direct data analysis without complex integration

Customized Report Generation

Customized insights reporting powered by advanced AI

Complete Data Flow

How data moves through our system from upload to actionable insights:

Data Storage and Cleaning

Client uploads data to private secure client-only storage. Data is cleaned and structured in preparation for analysis.

Baseline Data Analytics

Insights Lab AI engine directly accesses data via secure path. Baseline analysis is performed on the cleansed data within our platform.

Insights Report Creation

Secondary analytics generated based on client needs and use case. Narrative content and contextual insights added. Reports are formatted using customized templates. Final reports are stored securely for client access.

Workshop your sales with AI Advantage.

Want to know more about how AI can get you more business now? Take one of our hands-on workshops tailored for event sales and marketing teams.

Business gains without the technology pains.

No Tech Jargon: Workshops designed by business event professionals for business event sales and marketing professionals, not data scientists.
Practical Tools: Leave with action plans and strategies.
Real-World Examples: Case studies tailored to event sales and marketing teams.
Quick Impact: See measurable results in 90 days or less.

If you're responsible for business event sales, these workshops will quickly and painlessly show how AI will empower you with new insights that elevate results without adding complexity.

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What You'll Learn at our Workshops:

Growing Lead Generation

(3 1/2 HOURS)

Introduction to AI in Lead Generation

AI's impact on lead generation
Targeting precision, personalization

Practical Tools and Techniques

AI-powered lead scoring
Predictive analytics for demand forecasting
Finding your destination's "sweet spot" events

Interactive Planning

Building an AI-driven lead generation plan
Case study analyses

Elevating Tradeshow ROI

(2 HOURS)

Strategic Tradeshow Planning

Using AI for ROI analysis and booth optimization
Selecting high-impact tradeshows and networking opportunities

Maximizing Performance and Results

Data collection
AI-powered lead qualification and prioritization
Post-event analysis and optimization

Crafting Proposals that Convert

(2 HOURS)

Building Competitive Proposals

Using AI tools for personalized proposals
Leveraging predictive analytics for win probability scoring
Making your proposals stand out

Optimizing Your Bidding Strategy

Dynamic ROI analysis for rebate and subvention offerings
Aligning subvention investment with business outcomes
Predicting win probability

Team

Leading the team is Bruce MacMillan - a globally recognized leader in the meetings and events industry with a rich background in strategic marketing, technology integration, and change management and a leading voice on the intersection of AI, business events, and destination marketing.

Bruce most recently served as Chief Innovation Officer at PCMA, where he integrated marketing, editorial content, and technology to elevate performance and audience engagement. He was also PCMA's executive lead in Project SPARK – PCMA's AI start-up with GEVME and led the management of PCMA's business intelligence consultancy, PCMA Insights.

His 34-year career in the business events industry includes serving as President/CEO of MPI – Meeting Professionals International, President/CEO of Tourism Toronto and also as the executive leader of Vancouver's national 2010 Olympic Winter Games bid, securing Canada's international bidding rights for the 2010 Olympic Winter Games.

Faculty

Our workshop faculty thought-leader is Juliano Lissoni - an industry innovator who has been sharing insights on the transformative impact of artificial intelligence across the services, hospitality, and entertainment sectors at events worldwide. Drawing from his extensive experience leading innovative projects and leveraging AI to drive growth, Juliano offers a unique perspective on how technology is reshaping these industries.

With a strong track record of delivering engaging presentations, Juliano empowers organizations to embrace AI as a tool for enhancing customer experiences, streamlining operations, and unlocking new opportunities. His global speaking engagements reflect his passion for helping professionals navigate the rapidly changing landscape of technology and innovation.

He also completed the prestigious Advanced Certificate for Executives (ACE) in Management, Innovation, and Technology at MIT Sloan in 2024, further solidifying his expertise in cutting-edge business practices. Juliano's passion for AI and its potential to transform the meetings and events industry makes him an engaging and forward-thinking instructor.

Close More Business Events Sales