How to Use Attendee Data to Improve Event Networking

Networking has become the main event at in-person events. According to Bizzabo’s 2025 Event Networking Report, 87% of organizers say it’s very important to their event’s success. Yet despite this emphasis, 42% still report low engagement with networking features, revealing a persistent gap between intention and impact.

So, what’s holding networking back?

It’s not a lack of enthusiasm. 92% of attendees say they’ve followed up with someone they met through a networking feature in an event app. But 34% of those connections go nowhere.

The problem isn’t effort. It’s alignment.

To create meaningful, measurable connections, event leaders need to tap into one of their most powerful (but often underutilized) resources: attendee data. When used thoughtfully, data doesn’t just inform networking, it transforms it.

Here’s how to use attendee data to drive stronger networking experiences across every stage of the event lifecycle.

1. Before the event: turn registration into rich profiles

Your networking strategy starts the moment someone registers. The key is to collect data that goes beyond name, title, and company, because job titles don’t tell the full story of what someone’s hoping to get from an event.

What to ask in pre-event forms or surveys:

• What are your top goals for attending?
• What topics are you most interested in discussing?
• What type of networking do you prefer (1:1, group, informal)?
• What industries or roles are you hoping to connect with?

By layering in these preferences, organizers can create more personalized experiences and better matchmaking from the outset.

Pro tip:
Leverage AI-powered tools that use this data to suggest connections or schedule meetings automatically. In fact, 52% of organizers already use AI-powered or automated networking, and many report high satisfaction with the results.

Learn more in our blog on ways to increase event registration.

2. During the event: guide the right connections in real time

Once the event is live, attendee behavior becomes a goldmine for real-time networking optimization.

Smart badges, mobile apps, and check-in data can help organizers track who’s attending which sessions, how long they’re staying, and who they’re interacting with. This data enables more dynamic, responsive networking nudges.

But here’s the catch. Only 18% of organizers currently use push notifications to promote networking opportunities, which is a huge missed opportunity.

Ideas to try:

• Suggest new connections based on session attendance or shared interests
• Prompt attendees to book 1:1s during downtime or over coffee
• Use gamification to encourage conversations across roles or industries

Curious how your event tech can support this? Check out how Klik SmartBadge™ seamlessly captures data and promotes lead generation.

3. After the event: close the loop on connections

Just because the event ends doesn’t mean networking should. Follow-up is where the magic (and the ROI) happens.

As mentioned earlier, our report found that 92% of attendees say they’ve followed up with someone they met through a networking tool, but for 34%, nothing ever came of it. That’s a massive drop-off that can be solved with better post-event data activation.

What to do post-event:

• Send each attendee a personalized summary of the people they connected with
• Encourage follow-ups with calendar links or curated content
• Feed meeting and engagement data into your CRM to support sales and marketing efforts
• Use insights to improve matchmaking and programming at future events

For inspiration, see event registration landing page examples that help set expectations and collect useful data from the start.

Data makes the difference

The future of event networking isn’t just about giving people more tools; it’s about giving them smarter ones, informed by real preferences, behavior, and goals.

When you use attendee data intentionally, you:

• Match the right people at the right time
• Guide more meaningful conversations
• Extend the value of each connection long after the event

Whether you’re organizing a 500-person summit or a 5,000-attendee conference, the principle holds: better data leads to better networking and better outcomes.

Download the full report

Want to dive deeper into how organizers, attendees, and sponsors are approaching in-person networking?

Download Bizzabo’s 2025 Event Networking Report

FAQs: Using attendee data to improve event networking

What is attendee data in event networking?
Attendee data includes details about an individual’s goals, interests, preferences, and behaviors collected before, during, and after an event. It’s used to improve networking through better matchmaking, personalization, and follow-up.

How can event organizers use data to improve networking?
Organizers can use data to segment audiences, personalize recommendations, schedule meetings, suggest connections, and send real-time prompts. Post-event, they can analyze data to refine future networking formats and tools.

What types of data should I collect to support event networking?
Collect data on job role, industry, goals for attending, networking preferences (1:1 vs. group), session interests, past event engagement, and post-event follow-up behaviors.

Why do networking features at events often underperform?
According to Bizzabo’s 2025 Networking Report, 42% of organizers say engagement with networking tools is low due to a lack of personalization, poor matchmaking, or attendee discomfort.

What are some tools that help with event networking?
Smart badges, AI-powered matchmaking platforms, mobile event apps, CRM integrations, and post-event email workflows are all valuable tools for improving event networking.

How can data help with post-event follow-up?
By tracking who connected and how, organizers can send attendees personalized summaries, recommend next steps, and help sponsors effectively re-engage high-value leads.

Do sponsors benefit from better attendee data?
Yes, 84% of sponsors say networking is key to their event success. With access to better attendee insights, they can schedule smarter meetings, personalize conversations, and measure lead quality more effectively.

How can I measure the success of event networking?
Track metrics like number of connections made, meeting attendance, follow-ups, lead quality, and attendee satisfaction. Layer in qualitative feedback to assess the true impact.