Messe Frankfurt nears completion of digital transformation

Messe Frankfurt is approaching the completion of a major digital transformation as part of one of the most ambitious initiatives in the company’s history.

Project Progress represents a strategic shift from legacy, on-premise systems to a fully integrated, cloud-based ecosystem designed to support a more data-driven and scalable future.

Chris Pendley, Director of Data & Digital Services at Messe Frankfurt North America, views the initiative as a key step in strengthening the company’s long-term capabilities.

He said: “This is one of the largest and most important projects we’ve taken on as an organization. It spans across our CRM, financial systems, marketing platforms and overall digital infrastructure – essentially creating a more unified foundation for how we operate moving forward.”

At the core of Project Progress is the transition to a centralized SAP ecosystem, enabling greater alignment across finance, sales and marketing while improving data consistency and visibility across the global organization.

Rather than simply introducing new systems, the project is focused on modernizing internal processes and creating a more connected way of working across teams and regions.

This transformation is designed to streamline workflows, reduce manual processes and create a stronger foundation for real-time insights and more responsive decision-making.

By connecting systems that were previously siloed, Messe Frankfurt is also building the ability to act on data in real time, whether that’s enhancing lead capture, triggering more targeted marketing campaigns, or improving the overall exhibitor and attendee experience.

Chris added: “There’s always a learning curve with a transformation of this scale, but it’s a necessary investment to continue evolving as a business. The goal is to give our teams more flexibility, better data and the ability to move faster as the industry continues to evolve.”

As the exhibition industry continues to evolve, Messe Frankfurt is focused on strengthening its value proposition through data, technology and enhanced customer experience.

Organizations today are placing greater emphasis on measurable outcomes, making it increasingly important for event platforms to deliver clear, data-backed insights.

Chris said: “There’s been a shift toward more intentional participation, where companies are focusing on the events that deliver the most value. That creates an opportunity for us to continue improving how we support our exhibitors and demonstrate that value more clearly.”

This shift is driving a stronger focus on return on investment, with exhibitors expecting greater visibility into performance, engagement and overall impact.

By leveraging advanced analytics and real-time data, Messe Frankfurt is enhancing its ability to provide exhibitors with deeper insights into attendee engagement and overall event performance.

These capabilities not only support marketing and sales efforts but also help exhibitors better understand how to maximize their presence at events and make more informed decisions moving forward.

Chris added: “Data plays a key role in helping both organizers and exhibitors make more informed decisions. It allows us to better understand engagement, identify opportunities and continuously improve the experience for everyone involved.”

At the same time, expectations around digital experience continue to rise, shaped by the seamless platforms people interact with in their everyday lives. Messe Frankfurt is focused on meeting those expectations by delivering more intuitive, connected and user-friendly experiences across its event technology.

Chris said: “Today’s users expect simplicity and seamlessness. Our goal is to make our platforms easy to use from day one, while still delivering the depth and functionality our customers need behind the scenes.”

As these systems continue to evolve, the focus remains on creating a more connected ecosystem, one that brings together data, technology and user experience in a way that supports both exhibitors and attendees at every stage of the event experience.