The NEC has worked with Royal Mail to create the system Insight through the deployment of its new internal department.
Insight uses data analysis techniques to bring together ticket buying data from 19 of the NEC's data systems. It can then look at visitors profiles who have attended a specific event before and then market the event to other people with a similar profile.
"While the exhibitions and live events industry is dependent on attracting visitors to shows, we believe more could be done to understand the motivations of the visitor," said head of Insight Adi Clark.
"Organisers can theme promotions and work with us to target their marketing, ensuring that they are marking the most from every opportunity at every exhibition. It also helps to develop more accurate and efficient opportunities for media partners and sponsorship because we know that the advertising on offer is most relevant for the audience profile."