Graham Smith of Shelton Fleming joined us as one of the guest speakers at our recent Data and Dining event to share some useful insight about using data to tell your story. Shelton Fleming use Exposure Analytics sensors and the data they collect to help evaluate the thought-provoking experiences they create for their clients. One of Graham’s key points was the insight comes from data and context; and it’s only when you put those two things together that you can tell your story. Here’s what else he shared with us: Bias and Correlation When we’re looking at data, it is really important to avoid bias. We need to avoid thinking the data is showing what we want it to show and trying to nudge towards a favourable interpretation. This does clients a disservice. One tip Graham gave was to try to prove yourself wrong if you are worried about how you are interpreting the data. We also need to be careful that we don’t confuse correlation with causation. Graham gave us a great example of a correlation that isn't necessarily causation with this graph of drowning incidents and ice cream consumption The data shows a clear correlation between raised ice cream consumption and drowning. Why? Are we literally drowning in ice cream? Do grieving relatives eat more ice cream? Were our mums right to say that swimming on a full stomach is dangerous? Or is there a missing link - some context that we need? In this case, it [...]
We're looking forward to International Confex later this month. The event marks six years since we made our debut as a company there in 2014, and our technology to capture event analytics was used for the first time. Over the last six years it has been deployed at over 3500 events including exhibitions, indoor and outdoor activations, sporting events, and festivals. WIN This year to celebrate we're giving away a smart watch! All you need to do is visit us on Stand G04C and guess how many people are in this glass. Back at Confex in 2014 we were known as Forge SP and offered a range of services to events and festivals. Now we concentrate on what our clients really want and need – useful, reliable data that can be used to analyse exhibitions, events, activations, and more. In a digital world, where marketing managers can measure likes, clicks, shares, time spent on websites and email open rates, we help bridge the gap at physical events. Our digital analytics provide footfall data, movement flows around a stand, event, or festival, as well as dwell time and engagement rates for your activity. We’ve widened and grown our client list - supporting events, activations and clients across the globe. The technology has evolved rapidly since 2014. Our recently introduced Apex sensors mean spaces as small as 1m2 can be measured. Our innovative Aperture system uses facial and mood detection software to determine the demographic profile and sentiment of an audience without interrupting [...]
Event Industry News and Exposure Analytics are hosting a Data and Dining event on Friday 6th March 2020. It will be an exclusive opportunity to hear fantastic speakers who will share how they use event technology to gather unique metrics about the movement and engagement of their attendees. Adam Parry will co-host the event at the luxurious 5-star Soho Hotel in London with our own Rob Murdoch. Our headline speaker will be an ex Cambridge Analytica behavioural scientist who will talk about influencing visitors at your event. Other speakers will give insights on using data at events and how to increase return on marketing investment. Appetite built, the morning’s session will adjourn to a nearby restaurant owned by Michelin-star chef, Jason Atherton. Here, we will sample a seven-course tasting menu with wine pairing. This will mark the 3rd edition of this event that we have run with Event Industry News. Previous attendees have gained invaluable insights into the world of data analytics for events. You can read all about last year’s event and speaker insights here. You can also check out the showreel from the first event here. There are limited places remaining, please email us if you would like to find out more.
Brand experiences are now a central part of a successful marketing strategy. Budgets for experiential marketing continue to grow, even when other areas are experiencing cut backs according to IPA Bellwether and econsultancy. Event Marketer also reveal that one third of consumers have paid an admission fee to attend a brand experience or event. Recently Volvic announced their most expensive experiential campaign ever, just one of the many brands increasing the proportion of their budget that they devote to experiential activity. This amounts to millions of pounds of investment. So, how do companies ensure a good return on that investment and continually improve their brand experiences? Historically marketers have struggled to effectively measure events and experiences beyond anecdotal evidence or gut instinct. Compared with other marketing channels, particularly digital, events have been behind the curve. This is because the tools haven’t been readily available to objectively measure experiential in the same way. But a live event analytics revolution is underway, one that is delivering marketers with the data they need to measure and improve the success of events and activations. Exposure Analytics are leading the way in live event analytics with our award-winning sensor technology that’s fully GDPR compliant. How can live event analytics help you? Start early What are your event objectives? Once you have set these you can work out what data you need to be able to measure your success and use that evaluation to plan and improve in future. This isn’t always about the big numbers and events [...]
A 2018 survey found that the most exciting opportunity for Chief Marketing Officers is optimising their customer and brand experience (Understanding Customer Engagement by emarketer, May 2018). A key area for developing brand experience is in the experiential space. To be able to optimise experiences you need to understand how best to measure and enhance them so that you can make data-driven decisions. Traditionally CMOs have struggled to find the right technology to evaluate experiential marketing, but there are solutions that will bridge this gap and provide digital analytics for physical events. Here are five steps you can take to improve your customers’ experience 1. Define Good The first step to success is to understand what we need to measure. This is based on your brand or agency’s overall objectives. Therefore organisations assess marketing performance in these broad categories: Revenue growth Increase in individual sales of a product or service Increase in customer lifetime value Positive customer sentiment and feedback 2. Identify The Metrics That Matter Marketers need to track the behaviours that will help them to achieve their overall goals. These can be broken down into three broad categories. Exposure Customers and potential customers need to be aware of your business, your products and your services. So the first thing we need to measure is who saw your brand or who had the chance to see it? Engagement This is an early indication of favourability. Once your target audience is aware your business exist you want them to develop a [...]
So who's devices are most popular at Mobile World Congress? Our Exposure sensors were on a number of stands at this year's event (in partnership with Gruve consultancy) and one of our reports includes the breakdown of devices detected. The dataset covers 17,000 unique devices, this is the report for this year's event. It comes as no surprise that Apple still come out on top but we can infer from the data that Android probably has the biggest share by operating system. Samsung remain the next biggest single vendor, a pattern that we see replicated at events across the world. LG beat out the rest to claim 3rd place and the biggest surprise to us was Huawei beating HTC. You'll see that we have some 'Unknown' devices, these are devices we have detected that are not included in the current IEEE MAC Vendor database. The 'Other' devices are the aggregate of those vendor's devices that have less than 1% share of the total each. For comparison, here's a recent report from a public shopping space in London. The Exposure analytics platform is primarily used to measure physical engagement and conversion for our clients marketing activity at events across the world, more information is available here. Did any of this data surprise you? Let us know in the comments.