PCMA rolls out data intelligence service

PCMA is looking to partner with hospitality providers and destination organisations to support BEAM - its new data intelligence service.

The launch of BEAM - (Business Events Analytics/Metrics), was announced at this year’s IMEX, taking place in Frankfurt this week. Speaking to CEI at the show, Sherrif Karamat, president and CEO of PCMA, said the organisation was looking to engage with a number of partners across the various continents.

“With regards to Asia-Pacific, we are interested in speaking to organisations such as Singapore Tourism Board, we see clear synergies with them,” he said. “They are very sophisticated in their use of technology and have a strong reputation for business events, as well as an existing relationship with PCMA.”

Karamat added that organisations operating in Australia would also be attractive, citing businesses like Tourism Australia as a potential partner, as well as those hotels that are ‘very region-specific’. He said PCMA would be selective in terms of which organisations align their data with BEAM.

“It is not so much how many partners we have involved but more about the breadth of the data,” he said.

BEAM aims to provide a comprehensive view of the business events industry by gathering together information from multiple data sources, to offer insight and identify trends for the sector. It has been developed in partnership with Dallas-based Infogroup, a provider of  big data intelligence and marketing technology and Washington DC-based Destinations International.

Those signed up to the service will pay an initial set-up fee alongside a 12-month rolling licence, with the cost based on the size of the CRM database.