We implemented a comprehensive data modeling solution for our event registration system in Dynamics 365 Sales 9.2 that transformed how we track attendee engagement and segment marketing campaigns.
Our challenge was the standard event registration entity provided limited fields for capturing attendee preferences, dietary requirements, session interests, and post-event feedback. We needed granular data to feed our Power Automate analytics flows and enable sophisticated campaign segmentation.
We extended the registration entity with 15 custom fields organized into three logical groups: attendee profile data (job role, company size, industry vertical), event preferences (session tracks, networking interests, accessibility needs), and engagement metrics (check-in timestamps, session attendance, feedback scores).
The custom fields integrate seamlessly with our Power Automate flows that run nightly analytics, calculating engagement scores and updating contact records with behavioral data. This feeds directly into our marketing campaign segmentation, allowing us to create highly targeted follow-up campaigns based on actual event behavior rather than just registration status.
The results have been impressive - 43% improvement in post-event campaign engagement rates and much richer attendee profiles for future event planning.