The Data Divide: Are We Trading Human Connection for Digital Optimization in Online Events?

by William Jones / ⠀Featured / October 7, 2025

In the modern world, every online event is an opportunity to boost engagement, enhance attendee experience, and create new revenue streams. In The Room aims to equip event organizers with the tools to understand their audience better, gather essential data, and deliver smooth, memorable event experiences. A team of passionate entrepreneurs, technologists, and data enthusiasts motivated this effort, recognizing the need for more advanced, scalable online event management solutions. They aimed to create a platform that enhances all aspects of your event, from registration to real-time tracking, boosting efficiency and profitability. Through these methods, In The Room helps live event organizers increase online event ROI by capturing real-time data, monitoring attendee behavior, and optimizing offer delivery with seamless, scalable technology.

Building a Tech-Driven Solution: Increasing Event ROI

As experienced workers in producing large-scale events, In the Room founders Bill Allen and Blaze Faillaci began brainstorming ways to track audience engagement more precisely. They realized that to deploy a tracking system to capture real-time attendee data, they first needed to build a scalable and efficient online event registration software. To meet these needs, Taylor Harry, a talented developer with a decade of experience building software solutions, joined the team.

Proven ROI Results

One of the first test cases, Russell Brunson’s Funnel Hacking Live, resulted in $2.8M in additional tracked sales, directly attributed to improved attendee tracking and pitch delivery. The technology is now utilized by high-profile events, such as Pace Morby’s Squad Up Summit, with consistent results in boosting conversions and uncovering previously missed revenue opportunities. However, as many skeptics have pointed out, it is not without its possible drawbacks.

The Cost of Optimization

While tools like In The Room promise efficiency and revenue gains, they risk turning participants into data points rather than humans seeking connection. The intense focus on ROI can distract from building authentic audience relationships. Real-time attendee tracking can enhance pitch delivery, but at what point does it cross into intrusive monitoring? The very existence of these forms of technology raises ethical questions about consent and the line between helpful data and digital overreach, the conclusions that have not yet been reached. The technology is still so new and innovative that many logistical and ethical complications remain in flux.

How to Make Money From Events

From 50-person masterminds to webinars with 5,000 attendees, In the Room adapts to the event’s size and scope. No complex hardware or technical expertise is required; a plug-and-play setup simplifies the entire process. With these advanced tools, you and your business can maximize every event, significantly boosting your ROI As the team says, “Our goal is simple: to help event organizers unlock the full potential of their events by providing actionable data, seamless registration, and real-time attendee tracking. We believe that every event is an opportunity to connect, engage, and grow, and our technology is designed to help you do just that.”

Tech-Driven Events vs. Meaningful Engagement

As platforms such as In the Room continue to scale and optimize every aspect of the event lifecycle, some are concerned that the team risks losing spontaneity, creativity, and authentic community. In many ways, these conversations are remarkably similar to those surrounding the introduction of new technology over the last several decades, from the internet to AI. However, the founders of In the Room and the team behind it maintain that the metrics the platform yields are meant to enhance the human experience, not merely quantify it.