Smarter Trade Shows: Harnessing Analytics to Optimize Your Trade Show Design

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Transcript of Smarter Trade Shows: Harnessing Analytics to Optimize Your Trade Show Design

Page 1: Smarter Trade Shows: Harnessing Analytics to Optimize Your Trade Show Design
Page 2: Smarter Trade Shows: Harnessing Analytics to Optimize Your Trade Show Design

This webinar is being recorded Your are all in listen only mode Please close apps in the background using

internet Ask questions via GoToWebinar Control Panel Live Q&A at the end Join us on Twitter using #EventBehavior

Page 3: Smarter Trade Shows: Harnessing Analytics to Optimize Your Trade Show Design

Presentation Contents

This changes everything What’s really important Who is Event Guidance? Behavior Analytics WiFi vs Bluetooth How it all works A look into the future

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Real-Time Event Behavioral Analytics

Where are people drawn within an event area?

“Value Per View”

Display cost / number of engaged visitors

New insight into consumer trends

Adjust layout based on proven data

This Changes Everything

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EventTrack 2015 Executive Summary

This is why we invest in events

81% - Brand Awareness Attraction. What brings them in? Interaction. Where are the largest amount of interactions? Engagement. How long do people engage?

57% - Influence Deeper Customer Involvement Dwell Times. Where is time spent? Peak Hours. When is the busiest? How does population

effect dwell times?? Staffing. What are optimal hours of operation?. When is

additional staff needed?$565 billion dollars per year spent on events worldwide

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Who is Event Guidance?

"If things seem under control, you are just not going fast enough." --Mario Andretti

Who is Event Guidance?

26 year old parent company – GRG

Launched November 2014

419 Event Days in 2015

Thousands of Event Days Proposed in 2016

5,000,000+ devices pooled to build benchmarks and consumer trends

Strategic Partnerships with Four of the Event Marketer 2015 Fab 50

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Behavior Analytics:The focus on why and how users behave in a situation

ActiveOn site/After event

interviewsMobile application

(Bluetooth)

RFID

QR Codes

PassiveObservation

Video

WiFi

Floor Sensors

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BluetoothActive monitoringRequires opt-in

action by visitor

Personal

information

gathered

App permissions allow for lead to

be generated

Ability to

InteractLocation based push

notifications

WiFi

Passive

No action by visitor required to be monitored

Anonymou

sPrivacy concerns are a

non-factor

Largest

pool of

data90% of smartphone owners do not disable WiFi

225 million people annually attend over 1.8 million events in the U.S.

Advantages to each platform

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How it all works

Enters monitored zone

• Node pings to phone• No connection to WiFi

required• No opt in required

• MAC address transmitted and hashed

• db strength determines distance

• First to last ping determines dwell time

There are over 270,000 Conventions and 11,000 U.S. Trade Shows Per Yr.

Single node radial system

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How it all works

Enters monitored zone

• Ping to 3+ nodes• No connection to WiFi required• No opt in required

• db reading determines distances• 3 distances meet at 1 point

• Dwell determinedEvents make up the largest portion of corporate marketing

budgets at 21%

Multiple node trilateration system

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Event Guidance Dashboards & Analytics

Visit count metrics• Total Visits

• Total detected devices over selected time period (including repeats)

• Unique Visitors• Number of unique devices detected within a

selected time period• First Time Visits

• First time detected devices (all time) within selected time period

• Repeat Visitors• Number of visitors who’ve visited multiple

times within a selected time period• Number of Visits per Repeat Visitor

• Average number of visits that each repeat visitor made within the selected time period

• Number of Visitors Outside• Count of visitors seen outside the selected

site/zone that have not registered a presence in the selected zone during the time period

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Event Guidance Dashboards & Analytics

Dwell Time Metrics• Dwell Time

• Average visitor dwell within selected site or zone

• Targeted Dwell Time• Average dwell time for visitors that qualify by

attending more than a set minimum but less than a set maximum

• Dwell Distribution• Distribution of visitor dwelling time (in minutes)

for the selected time period• Dwell Time Less Than 30 Seconds

• Number of visitors whose dwell time was less than 30 seconds for the selected time period

• Dwell Time Less Than 60 Seconds• Number of visitors whose dwell time was less

than 60 seconds for the selected time period• Dwell Time Less Than 120 Seconds

• Percentage of visitors spending less than 2 minutes in the selected site/zone

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Event Guidance Dashboards & Analytics

Additional Metrics• Percentage Monthly/Weekly/Daily Visitors

• Average percentage of visitors that visit selected site or zone at least once per month/week/day

• Average Days Between Visits• Average number of days between repeat visits

• Recency• Average number of days since the last

recorded visit• Conversion Rate

• Average percentage of visitors entering at least one zone

• Zone Count• Average number of zones visited

Proxy Site Analytics• Metrics of Attendees that also visited a different

Event Guidance monitored area

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Future Technologies

Video Monitoring

• Automated video count system to measure Wi-Fi or Bluetooth estimated count rate

• Facial Recognition (Requires improved accuracy)

• Skeletal analysis for visitor count

Bluetooth / WiFi / Gaming Collaboration

• Connect WiFi and Bluetooth data for large pool of data with analytics on opt in attendees

• Use event gamification to link data

Magnetic Location

Technology

• Map event area using magnetic readings

• Eliminates hardware requirements

LED Location Lighting

• Lighting system monitors via WiFi

If you're not constantly moving forward, then - without a doubt - you're moving backwards. –Bill Owens

Continually Researching and Developing Capabilities

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Future TechnologiesContact Information

Kurt SabinDirector of Business [email protected]

Brian PesinMarketing Manager | Event [email protected]

Event Guidance528 Robbins Drive / Troy, MI 48043

www.eventguidance.comPhone: 248.588.6100

“Without data, you’re just another person with an opinion." –W. Edward Deming