Great Events · 2026-06-17 · 32 min
Can events be both data-driven and people-focused? According to MPI’ s Lori Pugh and Rachel Benedick , absolutely. In this episode, Rachel Andrews chats with industry veterans, Lori and Rachel, about how to design experiences that delight participants while aligning with revenue goals. They discuss what it really means to know your audience, how data can transform events into meaningful experiences, and why revenue is still the ultimate metric for success. What you’ll learn: The importance of understanding attendee personas and goals How to drive business outcomes without compromising attendee experience Why tried-and-true practices must be balanced with flexibility and innovation Things to listen for: (00:00) Meet Lori Pugh and Rachel Benedick of MPI (03:55) Understanding attendee personas and goals (09:35) Meeting your attendees’ needs (13:17) Aligning event goals with revenue and growth (18:09) Quality vs. quantity when attracting attendees (22:56) Opportunities for growth in the events industry (26:59) Learning and adapting from attendee insights
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