Meet the speaker: Zachary Tranter

As US Project Director at Cheerful Twentyfirst, Zachary has a sweet spot for data-led events and personalized brand journeys. Zachary works with the technology, media, and broadcast industries to produce live and virtual experiences that impact audiences and drive brands forward.
  • How long have you worked in the events industry and what keeps you interested in it? 

    I’ve worked in the industry for 10 years and am surprised everyday by our ability to create amazing experiences that surprise and delight our audiences time and time again.

  • What was the last event on which you worked? 

    Right now I am wrapping up a global news conference for six days over two months. With a focus on community building and peer-to-peer discussions, the agenda unfolds as the event ticks on, crowdsourcing topics to keep the content incredibly relevant to what is going on in the world of journalism.

  • From your experience, what’s the best way to utilise tech at an event? 

    Where tech-integration was once an innovative add-on feature for events, it’s now an absolute must-have. The rapid evolution of event tech in the last twelve months has been a clear indication of that. However, in my experience, technology is still best utilized when it considered and designed for in the early planning phases of the event strategy. Ultimately, it needs to enhance the audience experience in a clear and purposeful way. For me, the value lies in the opportunities for data capture, insights analysis, and optimizing the experience for the audience.

  • We all learn from our mistakes! What was the biggest lesson you learned from a mistake since being in the industry? 

    Learning from my mistakes helps me to grow as an event industry professional. When I was thrust into calling the cues for an awards show because the theatre where we were hosting the event misunderstood the staffing we needed, I learned to always check, double check, and triple check with your suppliers about expectations. It’s easy to take something for granted when you’re knee deep in a project.

  • What are you most looking forward to at Event Tech Live? 

    The breadth of the content program at the inaugural Event Tech Live US  & Canada is hard to look past. There is really something for everyone, and at every stage of the event economy from global creative agencies like our own, to emerging platform providers and the technical suppliers that are crucial to support an integrated brand experience.

  • What do events, such as ETL, mean to you? 

    In many ways, events like ETL are the nursery school for new cross-industry connections. The value of thought-leadership pieces from global changemakers, hearing how industry peers are tackling the same challenges we all face, and being able to contribute with our own best practice, all in the same room as emerging suppliers, is exceptional.

  • What can our delegates expect to take away from your session at ETL? 

    I’ll be sharing our agency’s strategic approach to a hot topic in the events community: data & how to use it effectively to drive engagement. ETL delegates will hear key insights on how data is being used to transform the audience landscape, including personalized journeys and optimized experiences.

  • Which one piece of tech couldn’t you live without? 

    Technology doesn’t have to be electronic. My favorite piece of technology is my stove. It may sound simplistic, but I literally could not live without it. I love cooking and baking to help ease the stress of a tough day at work! Okay, that, and my trusty iPhone…

  • Most pointless tech you have purchased? 

    Even though I use it every day, my Apple HomePod is so pointless. I don’t have to be that lazy to control everything with my voice alone!

Join Zachary for his session: Data: Now it’s Personal
at ETL US & Canada on June 10th on the Omni Stage – Book your ticket here

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