Cvent Launches Center for Event Insights Amid Rising Demand for Measurable Outcomes
Event summary
- Cvent launched the Center for Event Insights on July 15, 2026, a research and thought leadership arm focused on events, hospitality, and technology.
- A Forrester Consulting study commissioned by Cvent found that only 36% of organizations fully connect their event data, limiting their ability to prove ROI.
- 70% of respondents believe live events matter more as AI generates synthetic content across channels.
- 41% of leaders increased event budgets in the past year, prioritizing pipeline and revenue generation.
The big picture
Cvent’s new research center arrives as the events industry grapples with rising audience expectations and the need to prove tangible business outcomes. The launch reflects broader trends in data-driven decision-making and AI integration, where organizations are under pressure to demonstrate ROI beyond traditional engagement metrics.
What we're watching
- Data Integration Challenges
- Whether Cvent can help organizations bridge the performance gap by improving event data connectivity and measurement.
- AI Adoption Outcomes
- How the events industry will translate AI adoption into measurable business value, given current low payoff rates.
- Industry Benchmarking
- The pace at which Cvent’s Center for Event Insights establishes itself as a trusted source of benchmark-style insights.
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