Event planners across the UK and Europe should harness the power of technology to become more strategic and make their meetings and events more measurable to prove ROI, according to leading event tech firm Cvent.

That was the dominant message shared at day one of the firm’s own conference, Cvent CONNECT Europe, a gathering of hundreds of professionals from many of Europe’s most respected organisations which are using technology to transform meetings and events.

In his opening keynote address at Cvent CONNECT Europe, Reggie Aggarwal, Founder and CEO of Cvent, focused on the value of using technology to automate events and leveraging the data and information from Cvent’s event management platform to understand attendee needs and drive meeting success.

He said: “Planners need to help their organisations jump the technology innovation curve and capture the physical footprint of their attendees’ journeys. Utilising this data will help event professionals measure their return on investment and also improve future events. The end goal is to see events not as an expense, but as an asset on the balance sheet.”

More than 400 event, hospitality and travel professionals from the UK and Europe attended day one of the inaugural Cvent CONNECT Europe conference held at the Pullman London St Pancras Hotel.

The conference is aimed at those in the event and meetings industry providing the opportunity to learn about new innovations and best practices, gain insight through case study evaluation, network with peers, and experience the latest in event technology at the Innovation Pavilion.

Besides outlining the compelling business case for using technology to drive successful events, in his keynote speech Reggie Aggarwal also highlighted Cvent’s increasing momentum, winning new customers, and delivering new innovations to the marketplace.

Aggarwal said: “We continue to make significant investments into product development and have doubled the size of our technology team to ensure we deliver the world’s best solutions that transform meetings and events. While we have long offered the best capabilities, our innovations around the user experience will drive even greater value from the Cvent platform by increasing the efficiency and productivity of event planners. In this way, we are furthering our commitment to deliver the technology that powers the human connection.”