For years, events escaped the scrutiny applied to every other marketing channel — too hard to measure, too experiential to attribute, too valuable to question. That era is over. AI has made every registration, session, interaction and post-event behaviour trackable, attributable and actionable in ways that were impossible just two years ago. This fireside chat gets under the hood of how a world-class events programme is being rebuilt around data and AI at its core - drawing on real experience running one of the most ambitious customer conference programmes in enterprise tech. Expect honesty about what the data actually revealed, what had to change, and what the events function looks like when it's held to the same commercial standards as every other marketing channel. What you'll learn: - How to build an event measurement framework that tracks impact across the full customer journey - from pre-event targeting through to post-event pipeline and retention outcomes - The specific AI tools and data integrations that are transforming how leading teams plan, personalise and follow up on both owned conferences and third-party exhibitions - How to make the internal case for events as a strategic revenue driver - with the metrics and attribution model to back it up