Online events have become a central component of business growth, offering unique opportunities for connection and networking. But for many event organizers, one question remains: how do you effectively measure and improve event ROI? Bill Allen, founder of In The Room, has created a company that aims to answer this question and transforms how event professionals approach data, engagement, and monetization.
The idea behind In The Room emerged during Flip Hacking Live, an event hosted by Allen and COO Blaze Faillaci. While their team could track ticket sales and purchases during the event, they were unable to capture a key metric: who actually heard the offer being presented? Without this insight, organizers were potentially missing out on valuable opportunities to convert attendees who might have been interested had they simply been in the right room at the right time. This gap in online event data tracking inspired the creation of a scalable solution to help organizers capture the full potential of their audience.
Enter developer Taylor Harry, whose decade of experience in software development helped bring the vision to life. Together, the team created a platform that began with streamlined registration software and expanded into real-time online event data collection, including technology that tracks exactly who was present during key moments. By combining registration, lead capture, and real-time engagement analytics, In The Room has developed a system that helps organizers not only improve event ROI but also deliver smoother, more personalized experiences for attendees.
One of the earliest examples of the platform’s impact came during Russell Brunson’s Funnel Hacking Live, where In The Room’s registration and attendee tracking helped generate an additional $2.8 million in sales. This outcome underscored the potential value of integrating event lead capture software and live tracking tools into high-profile events.
For organizers seeking to maximize event ROI, In The Room offers three core areas of support:
Data-Driven Solutions
In The Room provides hosts with detailed insights into who attended, which offers they heard, and how they engaged. This level of clarity makes it easier for organizers to follow up with potential leads, ensuring that no opportunity is missed.
Scalable Technology
Whether organizing intimate training sessions or large-scale webinars, In The Room’s platform adapts seamlessly. Whether an organizer is hosting 50 people or 5,000, the platform is designed to ensure efficiency without compromising personalization.
Seamless Attendee Experience
For many event professionals, increasing ROI often centers around ticket sales or sponsorships. But Allen emphasizes that true growth lies in understanding attendee engagement. Without knowing who heard the offer, follow-up campaigns can fall short, leaving money on the table. By using event analytics software, organizers can create more intentional connections that can ultimately translate into measurable revenue.
The company’s client roster reflects its success. From Pace Morby’s Squad Up Summit to Funnel Hacking Live, In The Room is demonstrating that when technology and strategy align, it’s possible to not only run a successful event but also to maximize its profitability.
Looking Ahead
Looking to the future, Allen and his team view In The Room as more than just a software solution—it represents a framework for how the events industry can evolve. As expectations for personalization and efficiency continue to rise, organizers will need platforms that not only streamline logistics but also allow them to deeply understand their audience in real-time.
For anyone wondering how to potentially profit from online events in today’s competitive landscape, the answer lies in actionable data. In The Room is showing that the future of event success is not just about gathering people together, but about knowing exactly what happens when they are in the room.
