When Events Intelligence started in 2015, it was a different type of data business. We helped Mergers & Acquisitions directors at major tradeshow organisers work out which smaller tradeshow organisers would be attractive acquisition targets. We used a proprietary dataset of worldwide business-to-business tradeshows and made simple estimates of how big organisers were. But we were discarding the most valuable data: information about the companies who chose to exhibit and paid to be there.

While studying for a Master of Science in Business Analytics at NYU Stern Business School, EI owners Mark Parsons and Garry Wright realised the error of their ways. Over the next year they rebuilt the business from the ground up, both philosophically and technically. Our business has been built using the tools of big data, data science, and automation technology to create a scale and support an ambition that would have been impossible five years ago.

Mark and Garry now work with a select team of freelancers to collect and refine data, including some of their first-class alumni from NYU Stern – all experts in their field who inspire us to push the boundaries of what we can do in terms of our data.