Global events strategy consultancy AMR International and U.S.-based event organizer Lippman Connects will partner to launch Transform, a new conference that will tackle the data, analytics and digital strategy revolution of the exhibition industry.

The conference will provide critical insight to senior leaders of U.S. exhibition organizers, as the industry struggles to embrace data, analytics and digital technologies.

The Transform conference follows on from AMR’s Data and Digital Event Strategy Symposium held in London.

“This event comes in response to the industry’s ongoing reluctance to plan for its long term digital transformation,” said Denzil Rankine, executive chairman, AMR International.

AMR reports that today 80 percent of exhibition revenue comes from exhibit space sales. Growth will continue, but in 10 years that ratio is likely to look quite different.

Exhibitions might only yield 60 percent of their revenue from exhibit space sales. This is because volume and pricing growth will stagnate and revenue growth will come from new, digitally-enabled services.

He added, “We know technology is rapidly changing the event experience and the expectations of attendees but exhibition organizers are slow to act. Very few organizers have allocated budgets for the research and development of digitization. Across the board, they are uncertain how to proceed, fear the failure of implementation and continue to wait for others to make the first move.”

The Transform conference will provide the critical insight organizers need so they can plan their data, analytics and digital strategies, according to event organizers.

The conference is for senior leaders responsible for strategy, data and digital development and transformation from the main US exhibition organizers, venues and vendors.

Topics will include using data to drive profitability and ROI; monetizing existing data and technology; how to provide a frictionless customer experience; and how to create a technologically innovative culture within organizations.

“We are delighted to be working in partnership with AMR on such an important event,” said Sam Lippman, president, Lippman Connects.

He added, “The Transform conference will feature prominent speakers from within the events industry, plus leaders from other sectors who have embraced data and digital with great success. It will also provide a unique networking opportunity with senior executives and digital innovators all under one roof.”