How AI and Data Are Rewriting Event ROI — Rainfocus CMO on the Frontline
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Who is Ashleigh Cook and what is Rainfocus’s mission in event data?
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Hello, everybody, and welcome to the Event Industry News podcast with me, James Dixon, wishing you all a very good morning, afternoon or evening, whenever or wherever you tune into today's podcast from. And I'm delighted to say that I've got a guest today that's joining me from across the pond. Always get excited when we get some of our guests from North America on there to talk about what's happening in the industry over there. Always great developments, always great insight from podcast guests who join us from over in North America. And I'm delighted to say that joining me today is somebody who's from a company that I'm sure many people on the podcast will have come across at some point. It's a really, really well-known name within the event tech space.
CMO of Rainfocus, Ashley Cook joins the podcast today. Ashley, a very warm welcome to you.
Thank you very much, James. Really appreciate you having me.
Not a problem at all. And as I said, Rainfocus is a big name in that space. I've known of the brand and I've spoken to some of the people in the organisation several times, I think, over the last five or six years in different jobs and roles that I have within the events industry, actually, with the trade show and indeed with the podcast. It's great to have you on the show today. Before we kind of get into the sort of the detailed conversation, some of the topics that we wanted to cover on today's podcast, could you frame yourself and Rainfocus first of all, and give us a little bit background into your own career?
Of course. So Ashley Cook, CMO of Rainfocus. I've been with Rainfocus for just over six years. And prior to that, I spent the majority of my career in the research and advisory space. And I'd say one of the really exciting things that actually brought me to Rainfocus is I had seen throughout my research and advisory career that events were always one of the most effective channels within the marketing space. within the marketing discipline. And it was easily the area to acquire new customers, to accelerate your pipeline, but also accelerate those conversion rates that you are seeing and eventually build lifelong advocates for your brand. So Events Row was something that was extremely meaningful to me, and that ultimately brought me to Rainfocus in working with many leading brands to do the same for their customers.
A bit about BrainFocus. So we are an event marketing and management platform.
How does Rainfocus use data to personalize attendee experiences?
We were founded in 2013. We were fundamentally founded to really looking at data as the core infrastructure needed for marketing teams to power and activate programs, and really looking at what event data can be captured over the course of those experiences, including demographics that you were tracking on those individuals. but also all of the behavioral attributes. What sessions were they attending? What were the demos they were interested in? Buying groups, tracking that behavior. Were you seeing certain trends in different buying groups across organizations and how they were engaging throughout your event? we were really transforming this space looking at data as the core that you needed to get out of the event and really using that to personalize and elevate the experiences that you have over the course of your event journey so that's always been core to our mission to really accelerate those business relationships and that's founded on getting the right data so that you can use it and activate it but also
personalize those experiences so that they become more measurable outcomes for your brand that you're driving.
I'm really interested that you mentioned that you had a research and advisory background prior to Rainfocus because there's been so much talk, particularly in the last decade, of data in the events industry and how much more we are privy to and the luxurious position that in the last decade or so with the boom in event technology, event organizers are finally actually being able to see metrics and actual measurable statistics to show if they're making progress
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Chapters
8 chapters
1
Who is Ashleigh Cook and what is Rainfocus’s mission in event data?
0:00–2:58
2
How does Rainfocus use data to personalize attendee experiences?
2:58–7:21
3
What real‑time analytics and AI‑driven insights does Rainfocus provide during events?
7:21–10:54
4
How can AI improve event ROI measurement and accelerate conversion rates?
10:54–14:31
5
What are the best practices for migrating historic event data into Rainfocus?
14:31–18:05
6
How does pre‑populating registration data reduce friction and boost engagement?
18:05–20:46
7
In what ways can event data be integrated with CRM and marketing automation platforms?
20:46–23:42
8
How can marketers and finance teams use event dashboards to prove ROI and drive strategy?
23:42–26:39
Speakers
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