Navigating the intricate world of event management, Maritz has embraced cybersecurity and Artificial Intelligence (AI) to stay ahead of the game. In a recent interview conducted by TSNN’s Danica Tormohlen, John Wahle, Chief Technology Officer, and Aaron Dorsey, Vice President of Product Management at Maritz, delved into their innovative strategies. The discussion shed light on Maritz’s approach to technology, cybersecurity, and the integration of AI innovations in the trade show industry. With cybersecurity threats looming larger than ever, nearly 90% of organizations reported a cybersecurity breach last year, according to the Centre for Cybersecurity published by the World Economic Forum. Specific incidents like the July IT outage caused by CrowdStrike’s update and the October cyberattack on a major registration provider highlight the vulnerability of technology-driven systems in the event industry.
These challenges have pushed Maritz to adopt a forward-thinking approach, addressing the critical aspects of security while incorporating AI to enhance client experiences. By combining the core elements of security, client-centric solutions, structured innovation, and proactive engagement, Maritz aims to transform the event management landscape. The insights from Wahle and Dorsey not only underline the importance of integrating cybersecurity deeply into their technology framework but also emphasize the need for responsible AI adoption to navigate contemporary technological challenges.
Better Together Strategy
Maritz’s strategic acquisition of Convention Data Services (CDS) in 2024 marked a significant milestone in their journey towards integrating advanced technologies and enhancing service delivery. John Wahle detailed how this collaboration aims to leverage the strengths of both companies, providing a more robust and versatile service offering to the industry. By merging resources and expertise, Maritz is better positioned to address the complex needs of the event industry, particularly in terms of data management and cybersecurity.
The integration of CDS has allowed Maritz to expand its technological capabilities, offering more sophisticated and secure solutions to their clients. This strategic move underscores the significance of collaboration in driving innovation and improving service quality. With the combined technological prowess of Maritz and CDS, the company is now equipped with the tools necessary to develop comprehensive solutions that can navigate the ever-evolving challenges of the event industry. The partnership showcases how bringing together different strengths can result in enhanced service offerings, benefiting not only Maritz but also its clients.
Cybersecurity at the Core
In an era where data breaches can have far-reaching consequences, Maritz has made cybersecurity and privacy foundational to their event technology approach. John Wahle emphasized that the company maintains a robust cybersecurity and privacy program which includes risk mitigation policies, technical security controls, and a team of qualified cybersecurity professionals dedicated to staying ahead of evolving risks. This proactive stance is essential in an industry where the stakes are incredibly high, and the repercussions of breaches can be severe.
Aaron Dorsey highlighted that beyond technology, security must be ingrained in the company culture. To this end, Maritz reinforces rigorous training and onboarding programs for new employees to maintain high standards of security. By embedding cybersecurity into the culture, Maritz ensures that all employees are vigilant and proactive in protecting sensitive information. This comprehensive approach to cybersecurity, encompassing both technology and culture, is a testament to Maritz’s commitment to safeguarding their clients’ data and maintaining their trust.
Client-Centric Approach
Central to Maritz’s strategy is the understanding and prioritization of client needs. John Wahle pointed out that addressing these needs with tailored solutions rather than rushing into massive migrations ensures a better service experience. This client-centric approach allows Maritz to provide customized solutions that meet the specific requirements of each client, enhancing overall satisfaction and trust. By focusing on client needs, Maritz is able to deliver secure and effective event management solutions.
Managing data in large events comes with numerous challenges, especially in ensuring comprehensive training to mitigate risks such as end-users clicking on malicious links. Wahle underscored the complexity and associated risks, calling for extensive cybersecurity training at all levels. This focus on thorough training ensures that all stakeholders are well-equipped to handle potential threats, thereby maintaining the integrity of the event management process. Maritz’s client-centric strategy, combined with rigorous cybersecurity training, enables the company to offer reliable and secure services that resonate with their clients’ unique needs.
Structured AI Integration
With AI’s growing dominance, Maritz adopts a structured approach to its integration, aligning it with security and privacy norms. The company explores AI applications that focus on productivity and efficiency, setting an example of responsible AI adoption. John Wahle mentioned their partnership initiatives to ensure proper guidance in AI implementation, highlighting the importance of collaboration in navigating the complexities of AI technology. By adopting a structured approach, Maritz ensures that AI is used to enhance, rather than detract from, the overall event experience.
Looking to the future, Maritz is innovating to enhance event engagement through technology. Aaron Dorsey expressed enthusiasm about bringing products to market that facilitate true engagement, allowing technology to supplement rather than obstruct the event experience. This forward-thinking approach ensures that AI is integrated in a way that enriches the event experience, making it more interactive and personalized. Maritz’s thoughtful and strategic integration of AI underscores their commitment to leveraging cutting-edge technology responsibly and effectively.
Ongoing Innovation
Maritz has taken significant steps to stay ahead in the dynamic event management industry by embracing cybersecurity and Artificial Intelligence (AI). In a recent interview with TSNN’s Danica Tormohlen, John Wahle, Chief Technology Officer, and Aaron Dorsey, Vice President of Product Management, explained their innovative strategies. They discussed how Maritz is leveraging technology, cybersecurity, and AI within the trade show industry. Cybersecurity threats are more prevalent, with nearly 90% of organizations experiencing a cybersecurity breach last year, according to the World Economic Forum’s Centre for Cybersecurity. Incidents like July’s IT outage due to a CrowdStrike update and an October cyberattack on a major registration provider illustrate the vulnerabilities in tech-driven event systems.
These challenges have driven Maritz to adopt a proactive approach, focusing on security and integrating AI to improve client experiences. By merging security measures, client-focused solutions, innovative structures, and proactive strategies, Maritz seeks to revolutionize event management. The insights from Wahle and Dorsey emphasize the critical role of deeply embedded cybersecurity and responsible AI adoption to tackle modern technological challenges effectively.
