In a landscape shaped by the disappearance of third-party cookies, events are emerging as one of the most powerful sources of first-party data. This article explores how first-party data and events help improve ROI measurement, optimise attribution and enable decisions based on real, actionable insights.
Author: Mentxu Sendino
I'm Mentxu Sendino, CMO at EventsCase. I believe in content marketing as a brand value, a fundamental element on which to base the credibility of organisations. LinkedIn
Eventscase Monthly News Round-Up January 2026
January confirms that the events industry is starting 2026 with a packed agenda. This monthly overview looks at how Eventscase contributes to the professional development of the sector through strategic partnerships, attending flagship events such as FITUR 2026 and the presentation of key market studies.
EVA: talking about AI for events without black boxes
AI for events is often presented as a future promise, but EVA is already a production-ready AI agent system. In this article, we explain what it can do today, how it works internally, and how it is evolving, with a fully transparent approach.
Megatrends and context for event organisers
The event sector in 2026 is entering a more mature phase—one that requires event organisers to rethink how they plan, measure and design events. This in-depth piece explores the megatrends shaping the industry, from data becoming a strategic asset to rising stakeholder expectations, stronger collaboration and sustainability as a driver of efficiency. It also outlines the key questions organisers should revisit to build an annual plan that reflects the realities of the event sector in 2026.
The events industry in 2026: key trends and how to prepare strategically
The events industry enters 2026 in a phase of greater maturity and strategic demand. We analyse the key trends that will shape the year — data, technology, content, communities and sustainability — and how organisers can prepare for a more complex and professionalised environment.
Eventscase 2025: A Year in Review for the Events Industry
2025 has been a year of reflection, progress and shared learning for Eventscase and the wider events industry. This annual round-up brings together the most important conversations, milestones and insights from across the year, offering a clear perspective on how event strategy, technology and community continue to evolve.
What 2025 Left Us: Key Learnings for Event Organisers
The year 2025 has marked a turning point for the events industry. In a landscape shaped by sustainability, technological innovation, budget pressure and rising attendee expectations, organisers have been compelled to rethink their strategies.
Eventscase Monthly News Round-Up November 2025
November 2025 has been a milestone month for Eventscase, shaped by major industry events, association anniversaries and the release of our new micro-events whitepaper. A snapshot of how we continue to connect technology, community and insight.
Maximising Attendee Insights: Leveraging Events for First-Party Data
Events are more than experiences — they are invaluable opportunities to collect consented, high-quality first-party data. In this article, we guide experienced event managers through practical strategies and best practices to collect, manage and leverage first-party data from events, turning each attendee interaction into a strategic asset.
New Downloadable Whitepaper: Microevents: A Strategic Alternative That’s Redefining the Events Calendar
Microevents have become a strategic alternative to traditional large-scale gatherings. Smaller, more targeted, and easier to measure, they enable more meaningful interactions, stronger ROI, and better alignment with sustainability goals. Here’s why they’re reshaping the industry.