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04 Apr 2022

VSef 2.0: new updated data standards announced

VSef, the global data format for digital event technologies, has today unveiled the next phase of its evolution. 

Working in collaboration with many world-leading organisers and digital event platforms, the VSef data standards have been further developed to cater to the rapidly evolving demands of the industry.

Overseen by Explori and its digital platform and organiser partners, VSef 2.0 includes a range of essential new features as well as a ground-breaking new set of API standards enabling organisers to easily pull their data from multiple platforms into their own systems. The working groups that have helped to develop VSef 2.0 include data professionals and senior strategists within Informa Markets, RX, Clarion Events, IMEX, Messe Frankfurt, Grip, ExpoPlatform, Notified, Balluun and many others.

VSef was launched in early 2021, with the aim of creating a unified data standard which can be used by any event organiser, to simplify the process of moving consistent data between event platforms, sales and marketing systems and business intelligence tools. Using the standards will simplify the process for event organisers, as well as offer access to a better range of event metrics and engagement KPIs. This will inevitably lead to organisers improving their digital event strategies and experiences benefiting their brands and the industry as a whole.

The VSef 2.0 updated standards include:

  • Enhanced language capabilities, allowing data gathered by platforms to be managed in different languages, ideal for event organisers running international event businesses.
  • A refinement of data from exhibitor and sponsor directories, with better management of exhibitors’ products.  
  • Enhanced management of customised data fields, allowing event organisers to gather all the event data within single data download.

Mark Brewster, founder & ceo of Explori and VSef, commented,

“We are delighted to have had so much support from our founding partners, which has helped us to refine and evolve VSef 2.0 to better meet the needs of event organisers.

“When we launched VSef our aim was to eliminate the data silos which pose significant barriers to event organisers having the best possible insight into their customers and audiences.

“In any sector, the creation of a universal data format benefits both the businesses operating within the sector and the wider industry itself. Our goal is to create positive impact across any organisation delivering digital events by giving organisers the freedom to use the best event technologies available, without being limited by the siloed nature of the data they offer. In corporate event teams, trade associations and expo organisers, this enables senior event professionals and CMOs access to wider intelligence and transparency across their event portfolios.”

Ben Chodor, president at Notified added,

“Data is absolutely critical to innovation for the event industry – we’re thrilled to be part of VSef’s initiative to drive progress through measurement and data standards. Our data professionals have worked collaboratively both with professionals across the industry and the VSef team to help develop a truly global format that stands up to the needs of today’s event businesses.”


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  • “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/RSDE has been designed to solve this problem; to provide a single 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/RSDE 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/RSDE 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/RSDE 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/RSDE 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/RSDE 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/RSDE 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/RSDE 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/RSDE is a perfect example of collaborative knowledge!”
    Enrico Gallorini
    CEO, GRS Research & Strategy