Observed Signal · Jul 16, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
Experiential & Event Marketing Market: Cvent Launches Center for Event Insights
Cvent announced the Cvent Center for Event Insights, a new research and thought-leadership arm focused on the intersection of events, hospitality and technology. The Center will publish original research, expert analysis and industry perspectives to help event and hospitality leaders measure and improve event performance. Cvent previewed findings from a newly commissioned Forrester Consulting study showing that many organizations still struggle to connect event data, that AI is increasing demand for live experiences, and that personalization and revenue generation are top priorities. Amy Lucia, Cvent Chief Marketing Officer, is quoted emphasizing the need to convert live experiences into measurable business value. The announcement was published via Business Wire on MarTech Series on July 16, 2026.
Company-level launch of a research arm that may provide useful industry insights for events and hospitality but does not represent a platform or policy change with broad AdTech impact.
Key Takeaways & Evidence Grounding
- Cvent announced the Cvent Center for Event Insights, a new research and thought leadership arm.
- The Center will focus on research, best practices and ideas at the intersection of events, hospitality and technology.
- Cvent previewed findings from a newly commissioned Forrester Consulting study on the event performance landscape.
- Study highlights: 70% say events matter more as AI floods channels; 77% report rising audience expectations for personalization and engagement.
- Study highlights: only 36% fully connect event data across events; 59% use AI for event content but only 37% say it is paying off; 41% increased event budgets last year.
Connected Companies & Entities
4 Entities mappediTech Series
B2B tech publisher and demand generation services provider.
“As part of the iTech Series network, MarTech Series acts as a 'Brand to Demand' partner....”
Business Wire
Global press release distribution and investor disclosure services.
“Author: Business Wire (byline indicates the release was distributed via Business Wire)....”
Cvent
Enterprise software for managing, marketing, and sourcing business events.
“Cvent announced The Cvent Center for Event Insights, a new research and thought leadership arm....”
MarTech Series
B2B martech publisher with demand generation services.
“MarTech Series published the article and hosts the content on its website....”
Ontology Mapping & Concepts
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