In this episode, we welcome back Nicola Kastner to the show to talk about the power of data to define event strategy and how to start to rethink the ‘why’ behind events. Nicola Kastner is a multidimensional event trailblazer, Nicola has led from both the brand and agency sides of the business. She is the Founder of The Event Strategist, a boutique consultancy firm that offers event strategy advisory services to global brands to help them successfully optimize their event experiences to drive bottom-line results. Before launching her consulting practice, Nicola held various roles on both the brand and agency sides of the business, including most recently as the Global Vice President of Event Marketing Strategy for SAP, where she was responsible for designing and optimizing event strategies for events ranging from 25 to 25,000 people. Here’s what you’ll hear about in this conversation:  Utilizing data to define event strategy Focusing on data in the future of events Rethinking the ‘why’ behind events