Get More from Your EventWorks Data
Since 2022, we've helped EventWorks customers unlock the full potential of their CRM data - from automated lead capture to predictive analytics and real-time reporting.
CRMs Weren't Built for This
Event CRMs are excellent at managing bookings and client relationships. But advanced analytics, marketing integration, and data activation require a different kind of system entirely.
Manual Reports
Hours spent exporting and formatting CSV files every week
Duplicate Chaos
No built-in duplicate detection or record matching
Integration Gaps
Lead forms that don't sync, no unified data view
Limited Metrics
Basic stats without predictive or comparative analytics
Data Isolation
CRM data can't reach your marketing platforms
Before and After Qtell
Traditional SaaS platforms only provide access, you still need to do all the work. We extract your data, model it, build the reports, and maintain it. Q is a managed data service that delivers ready-to-use insights.
Without Qtell
- Manual CSV exports every week
- Duplicate records pile up
- Lead forms don't integrate
- Basic CRM reports
- No lead scoring
- Data stuck in one system
- No remarketing audiences
- Ad platforms disconnected
With Qtell
- Automated real-time dashboards
- Intelligent record matching
- Seamless lead capture to EventWorks
- 30+ modelled metrics
- ML-powered conversion predictions
- Data activated across your stack
- Audience Builder to Google/Meta/Mailchimp
- Unified ad reporting with true ROAS
30+ Modelled Metrics Built for Events
Since 2022, we've developed a comprehensive data layer specifically for event venues - handling edge cases, API quirks, and business logic that only emerges after processing millions of records. This isn't a quick integration; it's institutional knowledge encoded in code.
Bringing this together requires the full suite of Qtell products
SpaceRev
Revenue per m² calculated
Multi-Venue
Global IDs, group rollups
ROAS
Ad spend to booking
80+ Fields
Pre-built for events
Key metrics we calculate and track
One Source of Truth
Every metric is defined once and used consistently across dashboards, Q insights, and Ask Q queries.
Business Measures
Revenue, counts, averages - the building blocks
Derived Metrics
Calculated KPIs like win rate and ROAS
Dimensions
Slice by venue, type, salesperson, and more
Semantic Models
Events, salespeople, and venues unified
Dashboards That Understand Your Business
Pre-built dashboards designed specifically for event venues using EventWorks CRM.
Overview
YoY comparisons by venue, source, type, and salesperson
Source Breakdown
WoW enquiry tracking by lead source
Event Type Analysis
YoY comparison by category (wedding, corporate, etc.)
Conversion Rate (CR%)
Conversion tracking by multiple dimensions
Qualification Rate (QR%)
Pipeline stage progression analysis
Lost Reason Analysis
Funnel drop-off identification and patterns
Lead Scoring
ML-powered prioritisation, conversion probability
Marketing Attribution
Channel ROAS, campaign effectiveness
Date Tracking
Demand prediction via long-tail analysis
Know Which Leads Will Convert
Our 8-factor lead scoring model predicts conversion probability based on your historical data. Sales teams stop guessing and start prioritising.
- Client Relationship (20%)
- Salesperson Track Record (18%)
- Timing Factors (17%)
- Lead Source (15%)
- Event Type (12%)
- Budget Alignment (10%)
- Event Size (8%)
Know Where Your Best Leads Come From
Track marketing spend from ad click to closed booking. See true ROAS based on actual revenue, not just lead counts.
- Campaign ROAS based on actual bookings
- Keyword-level cost per lead
- Channel attribution comparison
- GCLID matching to EventWorks records
True ROAS calculated from actual revenue, not estimated pipeline.
Enrich Your Records Automatically
We don't just extract data - we enhance it with intelligence your sales team can use.
Email Verification
Validate emails before they hit your CRM, flag bad addresses automatically
Lead Scoring
ML-calculated conversion probability attached to every enquiry
Client Intelligence
Lifetime value, tier classification, repeat booking indicators
Source Attribution
UTM/GCLID parameters tracked and linked to records
Calculated Metrics
Value per head, margin %, response time scores - all pre-calculated
Get Data Back Into EventWorks
Enriched data pushed back into your CRM so your sales team has intelligence at their fingertips - no extra logins required.
- Lead capture forms that create properly linked records
- Lead scores pushed back for sales prioritisation
- Duplicate prevention via record matching
- Custom fields with calculated metrics
- Workflow-triggered status updates
Event CRMs require Accounts, Contacts, and Events created separately and linked together. We handle all of that complexity.
Build Audiences, Push to Marketing Platforms
Turn your CRM segments into marketing audiences - automatically synced to your ad platforms and email tools.
Google Ads
Customer Match audiences for remarketing
Meta Ads
Custom Audiences for Facebook/Instagram
Mailchimp
Segmented lists for email campaigns
Any API
Connect to any system with an API
What You Can Do
Our platform orchestrates enterprise-grade infrastructure so businesses get powerful analytics without building a data team.
High-Value Remarketing
Push high-value prospects to Google Ads for remarketing
Re-Engagement
Sync lost enquiries to a re-engagement email sequence
Lookalike Audiences
Build lookalike audiences from your best customers
Exclusion Lists
Exclude existing customers from acquisition campaigns
See All Your Ad Performance in One Place
We model data from multiple ad platforms into unified reports so you can compare apples to apples.
Google Ads
Campaigns, keywords, GCLID attribution
Meta Ads
Facebook and Instagram campaigns
LinkedIn Ads
B2B campaign performance
Any Platform
Via our ad connectors
One View Across All Your Venues
Whether you're running one CRM for multiple venues or separate systems per site, we normalise and unify your data for group-level intelligence.
Single CRM, Multiple Venues
Venues identified via property field. Unified reporting with venue-level breakdown. Cross-venue comparison and performance monitoring.
Multiple CRMs (One Per Venue)
Separate EventWorks instances connected in parallel. Data normalised to common schema. Global IDs prevent cross-venue duplicates.
Your EventWorks Data, Everywhere It Needs to Be
We connect EventWorks to your entire marketing and analytics stack.
Your CRM
HubSpot data synced automatically with full history
Ad Platforms
Google Ads, Meta, LinkedIn — for audiences and attribution
Your Systems
Real-time data sent to any system via webhooks
Email Tools
Mailchimp and other marketing platforms
Intelligence That Comes to You
Don't hunt for insights - let them find you.
Anomaly Detection
Alerts when metrics deviate from normal
Natural Language
Ask questions in plain English via Ask Q
Data Storytelling
Dynamic narratives that explain why
Real-Time Monitoring
Get notified when things change
GenAI-Ready Data
Structured data for AI automation
How It Works
1. Capture
Enquiry data with tracking parameters (GCLID, UTMs)
2. Analytics
Near-real-time extraction through 30+ models
3. Engagement
Personalise outreach with audience segments
4. Activation
Enriched data to EventWorks and marketing platforms
5. Sync
Cross-system updates preventing duplicates
This Isn't a One-Time Build
We run this as a managed service because that's the only way it works reliably. APIs change. Edge cases emerge. Business logic evolves. What looks like a simple integration is actually ongoing engineering.
API Evolution
CRM APIs change without notice. We monitor, adapt, and fix before you notice anything broke.
Edge Cases
Null values, malformed data, duplicate records - every CRM has quirks. We've seen them all.
Schema Changes
New fields, renamed properties, deprecated endpoints. Our data layer handles the complexity.
Data Quality
Email validation, duplicate detection, record matching - continuous improvement, not a one-time fix.
We Handle the Hard Parts
Beyond the platform, our team helps with setup and ongoing customisation.
Custom Webform Integration
Lead capture forms that qualify and route automatically
Data Deduplication
Clean up existing duplicates, prevent new ones
Multi-Venue Centralisation
Unified reporting across multiple EventWorks instances
Custom Field Configuration
Align your CRM fields with business logic
Ongoing Support
Monthly reviews, dashboard updates, new features
Frequently Asked Questions
We use the EventWorks API to read events, contacts, accounts, and related data. For write-back features, we need API access with create/update permissions.
Most implementations are live within 2-3 weeks. Complex multi-venue setups or heavy customisation may take 4-6 weeks.
Yes. While we provide managed Superset dashboards, our data layer works with Looker Studio, Power BI, Tableau, and any tool that connects to BigQuery.
We match incoming leads against existing EventWorks records using email, phone, and company name. Duplicates are flagged and optionally merged.
Yes. Data is encrypted at rest and in transit. We use Google Cloud's security infrastructure and never share data with third parties.
You retain ownership of your data. We can export your transformed data and dashboard configurations before offboarding.
You need API access, which is available on most EventWorks plans. Contact us and we'll help verify your setup.
Yes. Multi-venue is a core feature. We normalise data from multiple instances into unified group-level reporting with venue breakdowns.