This document summarizes a panel discussion on converting data into dollars in the exhibition industry. The panel discussed issues around data management, validation, and integration across different databases and input points. They questioned who owns the data and how information should be managed and exchanged. Establishing industry-wide data standards was proposed as a solution to help address these problems. The Data Standard Initiative was launched in 2009 to help create data standards for the industry. Panelists also discussed how event leadership can improve data governance, policies, communication, and applications to help cleanse data issues. The key points focused on current data challenges and how adopting common standards could help solve problems to generate more value from industry data.

1. Converting Data Into Dollars Presenters: Stephen Nold, President, The Tarsus Group Panelists: Stephen Graham, Managing Director, Americas SPE; Shawn Pierce, President, Registration & Housing Services, Experient; Jay Vaughn, Chief Information Officer, Advanstar Communications 9 December 20109:00am to 10:15am Track: E-Merge Technology

2. Questions What is database management, data validation and data integration? Web services. Why is data important to our industry? How should information should be managed and exchanged? Who owns the data? So what is the problem? What if industry-wide data standards were established? Various input points and various databases? SPAM Can laws and list management Small guys, big guys – dollars – do we start with a standard. Where do they start? Store centrally Create a plan Understand your problems Data is important

3. Data Standard Initiative (DSI) Launched in 2009 Endorsed by SISO and funded by EIF How should information should be managed and exchanged? Who owns the data? So what is the problem? What if industry-wide data standards were established?

4. SPE - Data Collection Improvement Data Governance Policies Communication Application Upgrade Data Cleansing Projects

5. Key Points Explanation of current data issues in the exhibition industry Ideas regarding how event leadership can solve the problem A vision for a data standard that can be published and adopted How organizations and individuals can support this initiative