Open Data MICE

The use of artificial intelligence in the planning, organization and marketing of events is already a reality today: AI-supported data analyses can identify trends and patterns in order to optimize the addressing of potential target groups. Matchmaking tools, for example, have long been frequently used applications at events.

Applications such as ChatGPT deliver remarkable results, for example, in the automated creation of texts, in question catalogs for speakers, or in the automated generation of FAQ lists. It is also possible to create selection lists for event destinations and locations according to certain criteria. With increasing training of the systems, chatbots could in the future be able to output suitable event locations according to certain characteristics in the shortest possible time, going far beyond hard facts such as capacities or accessibility.

The changed search behavior of users, for example through the use of voice assistants or chatbots, directly influences the way in which information must be prepared online in order to be included in the output of digital tools.

For the products and services of German business event providers to be found and processed in the future at as many digital touch points as possible as well as across different output channels, they must be machine-readable and meet certain requirements, i.e. they must be available in a uniform manner. This provides the basis for efficiently using the possibilities of digital technologies such as AI for the marketing of products and services. By linking the data in a knowledge graph, the relationships between different data can also be displayed and delivered via semantic queries. The data is consolidated in the DZT's knowledge graph project on the basis of the #ODTA standard MICE#. 

Our “Open Data MICE“ strategic data management project aims at ensuring the availability of data for digital marketing to guarantee international visibility and thus the competitiveness of German MICE offers and services in the future. Strategic data management is a key task for MICE marketers in Germany.     

Open data is essential to achieve more visibility and reach for Germany as a MICE destination by providing content maintained as open data for various digital output channels. It also saves time for service providers managing their data and keeping it up to date. Plus, open data is a basis for innovative applications and services that generate added value for event planners. 

The Open Data project aims to create a database that reflects what Germany has to offer as a MICE location in the form of open and machine-readable data. Specifically, the GCB is pursuing the following individual goals in order to exploit the full potential of an open data approach:

• Comprehensive recording and provision of event and congress locations and other MICE providers in the form of open data
• Establishment and further development of a uniform standard for MICE data (ODTA standard based on schema.org)
• Enrichment: recording of additional data relevant to event planners, such as regional industry focal points and other peripheral data, and linking this data
• Initiation of new applications based on the data
• Continuous operation and expansion of the data pool
• Support for the digitalisation of the industry
• Improvement of competitiveness and, as a result, value creation based on digital visibility

This mockup provides a glimpse into a potential future application in the field of event planning. By accessing the data stored in the knowledge graph, the chatbot offers an effective solution to facilitate the event planning process and optimize the search for suitable locations through user dialogue.