WHY EVENT ANALYTICS?
Companies spend 25% – 30% of their entire marketing budget on live events and yet marketeers have been struggling to measure the impact of this investment. For too long, they had to rely on qualitative data, anecdotal evidence, and gut instinct to evaluate the success of their events. With other marketing channels now highly digitized and measurable, the pressure is on, to make a clear data-driven case for the return on investment.
Event organizers have to convince their exhibitors and attendees that at all times they maintain a safe and secure event, by following the local rules around social distancing, limited numbers of attendees and detecting anomalies in traffic flow. All this in addition to adding value for the companies and sponsors to invest in the event.
A leading location tracking technology provider is using the xyzt.ai platform to provide event analytics insights to its customers.
xyzt.ai visual analytics interface to analyze indoor location records and visit patterns at a large conference.
HOW IT WORKS
The good news is that with hardware tracking technology providers, event marketing today have access to data that was previously out of reach. Through wearable technology, event mobile apps, beacons and more – they generate a wealth of data. Data that they can then ingest, visualize, analyze, and share in the xyzt.ai platform.
Why choose xyzt.ai?
With the xyzt.ai platform, they could extend their offering with an analytics and reporting solution, without having to invest in the time and cost for development. It took the hardware technology provider literally less than a day to connect their data stream with the analytics platform through a simple web API integration.
Prior to the event, as part of the registration process, the event organizer invites the attendees to download an app with included floor maps and schedules. Attendees register, add their profile info, and give consent to use their data.
During the event, apps, wearables, and beacons give attendee engagement a giant boost. Monitoring location based engagement data on real-time activity dashboards, you can now see how things are shaping up across the event. The instant visualization display shows among others: traffic flow; sponsors who are hitting their targets (or not); lines building up at registration; sessions that are resonating most/least with attendees; most influential delegates, busiest food stands and more.
These real-time insights let the event organizer address issues swiftly as they arise, rather than learning about problems through post-event surveys, when analytics can only inform future programs.
After the event you optimize value with quantitative ROI reports for exhibitors and sponsors. Share data, such as statistics on booth traffic and attendee interests along with a detailed list of booth visitors, all from within the xyzt.ai platform.
ROI FOR THE EVENT ORGANIZER
Using a data-driven approach, you can measure event success in a number of ways based on the key performance indicators of your choice. For example, which investments resulted in (increased) attendee engagement? Did they draw the right audience for your sponsors? How was booth traffic compared to previous years? How many people attended speaking sessions during the conference, etc.
As an event organizer, you obtain a detailed digital report per exhibitor on: stand visits, session attendance, visitor profile (job title, company,…), busiest times, etc. You can share and make this available to your exhibitors.
Knowing what your attendees visited, allows you to build a richer visitor profile and make it available for sales and marketing to follow-up. Allowing them to deliver more relevant content to keep your attendees connected and drive future business long after the event.
ROI FOR THE HARDWARE TECHNOLOGY PROVIDER
Money! No need to hire developers and build an analytics platform
Time! Up and running in under a day
Recurrent business: Serve multiple events per event location