• Welcome to a new chapter in virtual event data...

    Welcome to a new chapter in virtual event data...

  • An industry-wide project to unite virtual event data

    An industry-wide project to unite virtual event data

  • Creating better insights and better events

    Creating better insights and better events


VSef is an agreed data format for event platforms and organisers.  It is a not-for-profit organisation run for the benefit of the events industry.

It is administered by events experts from Explori.

Who are Explori?

Explori are world leaders in event research and measurement. They have spent the last 10 years working with event teams and global event leaders in rolling out sophisticated benchmarking programmes across their event businesses. They conduct industry-wide research and accelerate knowledge in their client's businesses and in the wider market. 

They regularly present insights at many of the conferences that event business leaders attend. Explori are passionate about our role in thought leadership and guiding the development of the events industry.

Thousands of in-person and digital events choose the Explori platform to glean and integrate the most poignant measurement data, visualise event performance and to develop actionable event strategy.

Explori present at UFI congress

Why is Explori well placed to lead VSef?

  • As the event industry's leading strategic insights partner Explori integrate and analyse huge amounts of virtual engagement data from hundreds of different platforms - this allowed them to identify the challenges of the existing data silos
  • Data design and specifically data standardisation are central to Explori's business so the team has the required skills
  • As both a software and research company Explori are well placed to execute the project in collaborative and agile way
  • Explori are not a virtual platform (and never will be) so as a neutral party, they enjoy excellent working relationships with them
  • Explori are already a trusted data partner to many world leading expo and corporate event organisers so are well positioned to bring the market together to work on this problem

Latest News


Founding Partners

Founding Platform Partners


  • “The silver lining in the pivot to digital has been the data-rich environment we organisers now find ourselves in. But, we have a huge standardisation job at hand if we’re to benefit from this newly found trove of data. VSef has been designed to solve this problem; to provide an open source standard. I for one am looking forward to receiving data from different platforms in one format!”
    Dr Bariş Onay
    Chair of VSef
  • “As the global trade association for our sector, we know about the importance of unified and aligned data sets, and we are working to promote globally accepted metrics and terminologies. We recommend that every business events association joins us in supporting and promoting VSef to their members as a collaborative way forward for our industry.”
    Anbu Varathan
    President, UFI
  • "At Grip, data democratization is at the core of our strategy in supporting organisers to move markets forward faster and providing greater value to exhibitors and visitors. We’re excited about being part of the VSef initiative from the very beginning and making it easier for organisers to move data between solutions in the event technology stack will be crucial for gaining greater insight into events and their success."
    Warith Nassor
    Product Owner - Data, Integrations and Insight. Grip
  • "Data is the key to growth in the event industry. It helps organizers better serve their communities, create brand loyalty and create logical, long-term strategies. VSef will make it much easier for organizers to collect the data used in making critical decisions without having to sacrifice customer experience and their technology stack."
    Robyn Duda
    Founder, RDC
  • "Our position on data is and always has been that it should be accessible, freely available, and owned by organisers, which is reflected in our Data Manifesto. It has been a pleasure to collaborate with Mark and the wider Explori team and we are proud to be early adopters of the VSef initiative, which is an important step in standardising metrics and in allowing organisers to easily compare these metrics across platforms."
    Mykyta Fastovets
    CTO, Expoplatform
  • "We reside at an inflection point in the global events industry. Our immediate embrace of normalized data is going to decide the extent to which we define our value and fuel our growth. VSef is an ambitious project that deserves universal support across platforms, organizers, and industry organizations. We are pleased to take these first steps with the VSef team and their growing partner community."
    Tony Lorenz
    SVP Strategy, Intrado
  • "The need to unite event data has been a topic of conversation at Event Tech Live and within the community for many years. It's fantastic to see the experts and advisors behind VSef taking the mantle and moving this forward for the benefit of the whole industry. I am proud for Event Tech Live to be a founding member and look forward to helping drive this initiative too."
    Adam Parry
    Co-founder, Event Tech Live
  • "Data is a crucial issue in digital events and setting a framework for data standardisation and industry collaboration is key to future industry success. We are excited to be partnering with VSef on this important initiative."
    Sophie Ahmed
    CEO and Co-Founder, Virtual Events Institute
  • “Now more than ever it is important to collaborate, share and connects minds for a better future of the exhibition industry. VSef is a perfect example of collaborative knowledge!”
    Enrico Gallorini
    CEO, GRS Research & Strategy