If you’d asked me years ago how we used data at EC, I’d have had to admit – we didn’t. Like many growing agencies, we were focused on delivery. Getting projects over the line. Solving client problems. Making things happen.

We had the data – especially across operations – but we weren’t using it. And we’re not alone. For many businesses, data feels like something to “get to later”, once everything else is done.

That’s changed. Today, data underpins everything we do. It guides how we plan, how we invest, how we deliver, and how we grow. It’s helped us reduce waste, improve profitability, work more efficiently, and make faster, smarter decisions.

We’re still focused on the doing, but now we’re doing it with far more clarity and confidence. And that shift has made all the difference.

From guesswork to guidance

Here are a few ways a more data-led approach has transformed our business.

As a creative events agency, production is a huge part of what we do. We’re constantly managing a high volume of kit, and every year we invest hundreds of thousands of pounds in new equipment. For a long time, those decisions were driven by experience and instinct. It got us by – but it wasn’t always efficient.

Then we looked at the data. By analysing kit usage week by week, we’re now able to forecast exactly what we need – and when. That’s allowed us to invest far more strategically, optimise profitability, and reduce unnecessary spend.

We’ve taken a similar approach to planning client work. By tracking patterns across project types, timelines, and budget cycles, we’re now able to anticipate when clients are likely to need support. That allows us to engage earlier in the planning process, offer more strategic input, and ensure we’ve got the right resource in place before it’s even asked for.

The same mindset applies to sustainability. We now track every journey and every purchase we make as a business – feeding thousands of data points into a system that gives us a clearer view of our environmental impact, and where we can reduce it.

For us, this is about turning data into advantage: operationally, strategically, and creatively. It means we can plan more accurately, deliver more efficiently, and advise our clients more confidently.

Leveraging data in events

Not every business has kit to manage – but every business feels the pressure to prove impact. In events, demand for measurable ROI has soared. Yet metrics like registration and feedback only scratch the surface of an event’s real short- and long-term value.

That’s where a data-led approach becomes essential.

It starts with clarity – being specific about what success looks like for each event. What do you want people to remember? What do you want them to do differently? Then it’s about working out how to measure those shifts.

If you’re running a sales kick-off, what should look different in your pipeline three, six, or twelve months later? Are deals moving faster? Are targets being hit? Most of the data that answers those questions already exists – in your CRM, employee platforms, or sales tools. It just needs to be joined up.

When you have the right data to prove event ROI, it’s easier to unlock investment, win over stakeholders, and make better decisions next time. And that lesson extends far beyond events.

What we’ve learnt about becoming data-driven

Our own data journey has been years in the making – and we’re still learning. But a few principles have made a real difference, both in how we use data ourselves and how we support clients in doing the same.

First, start with the right questions. Don’t dive into a spreadsheet without a clear objective. Begin with the problem you’re trying to solve, then find or gather the data that helps you answer it.

Second, invest in solid foundations. Data only delivers value if it’s consistent and reliable – which means investing early in structure, integrity, and education. Everyone in the business needs to understand how their actions (even just filling in one extra field) contribute to smarter decision-making down the line.

Third, make it accessible. Insights should be easy to understand and relevant to the people using them. And as we’ve embraced automation and AI, that’s helped us empower more people across the business to make data-informed decisions in real-time.

Finally, don’t lose sight of balance. Data is essential, but so is instinct. If the numbers aren’t ready, don’t let it delay decision-making – make the best call you can and use data to refine things later. And always sense-check: is this data helping the business move forward, or just adding admin? Good data culture is about clarity, not volume.

The value is already there – you just need to unlock it

Becoming a data-led organisation doesn’t happen overnight. It starts with curiosity and builds through action. Peel back one layer of data, and you’ll find another. Then another. Each layer brings more clarity, more control, and more opportunity.

Whether you’re managing operations, delivering events, or planning for growth, data helps you do it better. It sharpens your decision-making. It strengthens your business case. And it brings you closer to the outcomes that matter most.

Adam Stanley is Managing Director at EC