PCMA has announced a new product called “BEAM” providing market intelligence and data analytics for the business events industry where professionals, organisations, hospitality providers and destination organisations can gain insights into industry trends and behaviours. BEAM, Business Events Analytics/Metrics, was revealed at recent IMEX 2019 in Frankfurt, Germany.

BEAM was developed by PCMA in partnership with Infogroup of Dallas, Texas, a big data intelligence and marketing company. Infogroup will independently manage the data and analytics process to ensure the service meets data security and privacy standards, PCMA says.

The product will serve multidimensional purposes and levels of interest including:

BEAM will also provide a data-hygiene process, allowing participants to ensure their CRM data is not outdated, erroneous or redundant.

“This customized analytics engine is unique as it draws information from multiple data sources to provide the business events industry with exclusive insights and capabilities to explore data,” said Robert Haas, PCMA’s Chief Administrative Officer, who is spearheading BEAM.