All That Glitters Isn’t ROI: Rethinking Event Innovation

In this episode of Reboot IT, host Dave Coriale sits down with Vinnu Deshetty, Product Manager at the American Chemical Society, Event ROI Coach, and longtime PCMA instructor, to discuss the evolving role of technology in events. They explore how AI is reshaping planning and analytics, how associations can better serve exhibitors and attendees, and why intentional innovation matters more than ever. Vinnu shares practical insights on avoiding “shiny tech syndrome,” aligning tech with business goals, and using data to drive meaningful outcomes. The conversation highlights the importance of purpose-driven decisions in delivering real value from events. Themes and Topics: The Current State of Event Technology Events are operating “between four and five” in tech adoption, reflecting strong progress with room for improvement. Associations are balancing traditional goals like attendance with new expectations for engagement and personalization. AI is accelerating innovation while increasing complexity in tool selection. Purpose-Built Event Tech (Not One-Size-Fits-All) Technology is now tailored to planners, attendees, and exhibitors instead of being one broad solution. Vendors are solving specific pain points like workflows, engagement, and lead generation. Comparing solutions is more complex because platforms are no longer “apples to apples.” AI’s Growing Impact on Event Operations AI is reducing manual work, like building session schedules.  Systems can learn from past data such as session ratings and attendance trends.  Predictive analytics and real-time insights are becoming more common in decision-making.  Data Strategy: Start with Intent Organizations often collect too much data without a clear purpose. Defining the questions upfront is critical to making data actionable. Focusing on a few key goals prevents teams from trying to “boil the ocean.” Exhibitor Expectations and ROI Pressure Exhibitors are asking sharper questions about ROI and measurable outcomes. Associations compete with alternative marketing channels for sponsor dollars. Integrated systems now provide better insights into lead generation and attendee behavior. Change Management and Innovation Mindset Innovation requires intentional planning, not just adopting “shiny” tools. Pilot programs and incremental changes help reduce risk. Understanding stakeholder impact is essential before rolling out new technology.