Ahead of the Gartner Digital Conference 2024 on the Gold Coast, Gartner partnered with Turba Media to supercharge their event growth strategy. The aim was to build new audience segments, attract high-fit exhibitors, and deliver real-time insights that could shape both the event experience and future planning.

With attendee expectations evolving and competition for both delegates and vendors intensifying, Gartner needed a smarter, data-backed approach to growth. Traditional outreach channels were limiting reach, and exhibitor acquisition required deeper intelligence on market-fit prospects. The additional need to operate under full GDPR compliance made precision and trust critical components of the project.

Turba Media launched a three-phase audience intelligence strategy:

• Before the event, data was aggregated and analysed using AI-driven segmentation tools to identify likely attendees and B2B vendor matches. Dynamic communities were built for targeted outreach.

• During the conference, Turba activated real-time social listening and engagement tracking to identify trending topics and attendee behaviours.

• Post-event, Turba delivered comprehensive insight reports outlining audience engagement patterns, exhibitor interest levels, and content resonance—informing future programming and outreach.

The campaign surfaced multiple new audience cohorts, resulting in a significant increase in registrations and exhibitor participation. Gartner gained clear visibility into what mattered most to attendees, while also strengthening its lead generation pipeline with GDPR-compliant data Intelligence. The collaboration delivered strategic value at every stage—pre-event, in-event, and post-event—turning insight into impact.