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 [...]
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.
You know that social media is a really important part of successful events and experiential activity. The more people you can engage in person and online the better. So wouldn’t it be great if you can capture this data all in one place? That's why we've added our new Twitter integration as part of our continuous improvements to our platform. We tested it at the end of last year at Event Tech Live. Along with the data to show the footfall at our stand, the number of engaged visitors, dwell time and more, we can also see data for tweets using the hashtag #ETL19. We can see how event organisers, exhibitors and attendees are talking about the event. You can view the total tweets sent containing your chosen hashtag during the whole event, or view by individual day You can see the number of unique users that tweeted using the hashtags you are following. Our platform also calculates your total potential audience, this is based on the number of followers that each unique user has. We already know that some of our clients use their event analytics to determine which areas of a stand are most interesting and then use that to determine the stories they put out on social media about the event. Now you can link your Twitter analytics to your event analytics and get a fuller picture of how attendees are engaging [...]
Our client, a major household name, was exhibiting at the most important event in their annual calendar. They appointed a prominent experiential agency to design, create and deliver a first-class immersive experience for their consumers. The Challenge As companies increase their experiential budgets, the pressure to prove return on investment grows. The enormous amount of time, energy and money that goes into large-scale experiential events such as our client’s stand at a major event warrants detailed evaluation. But how best to measure? Organisers provide footfall figures but how accurate are they? Can you trust your recollections of when a stand was busy and when it was quiet? Do you know which zones generated the most engagement and how people flowed between the different sections of the stand. Historically, our client has used multiple evaluation tools including onsite surveys, post event surveys, press coverage, lead capture information, badge scanning, and social media activity to evaluate events. They are always looking for ways to enhance this and use both qualitative and quantitative information to measure success. The Solution Data captured by Exposure Analytics sensors, which anonymously pick up signals from wifi enabled devices, allowed our client and their experiential agency to get accurate footfall figures. The numbers did vary from the organiser’s official total, but after investigation, it was determined that the sensor data was the accurate figure. Along with overall visitor numbers the beacons also plot flow routes around the stand, capture dwell time in each zone, and generate heat maps. All of [...]
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 [...]
Would you like to know more about measuring the success of your experiential activity, or evaluating your exhibition presence? How about doing it in the beautiful Bafta HQ, followed by fine dining in a Michelin star restaurant? Last year we hosted our first event and it was a fantastic day. You can see the highlights in this video Surrounded by film history and the iconic Bafta mask we heard from Adam Parry, Editor of Event Industry News, Guy Lomas Head of Global Events for Philips, Amir Vered of eForce at Olympia London, Becci Pell from Hafele and Dr. James Morgan of Westminster University. This year, Adam Parry and Dr James Morgan will return along with new guest speakers Andy Sexton of 2LK, Nav Moulavi of Canon, and Phil McCluskey of the Princes Trust. We’ll be looking at trends in event technology and measuring the return on marketing investment at events and experiential activity. There’s a great selfie opportunity too! And if that’s not enough to tempt you, once the learning is over, we move on to fine dining at a near by Michelin star restaurant and a seven course tasting menu. We have a few spaces left if you would like to join us on Friday 5 April. Please get in touch for more information.
What a fantastic day we had at Event Tech Live, we barely had a moment when we weren’t incredibly busy on our stand! It is always good to catch up with familiar faces and meet new event professionals. Thanks to all of you who entered our draw for an Apple Watch, the winner was Ben Cole of Inspired. the guesses we had ranged from 100 to 5000. The correct total was 623, showing just how important it is to measure rather than guess. As we suspected everyone was very curious about our new Aperture technology, and attendees were fascinated by our system’s ability to tell gender, sentiment and age bracket of those who engaged with our stand. Technology @eventtechlive says I appear to be 37 years old. The best technology experience so far ;-) #ETL17 #FontysACI pic.twitter.com/FVVRZQpJ6t — Paul Schreuder (@paul_schreuder) November 9, 2017 Our new video which explains Exposure Analytics was also popular Since Event Tech Live we’ve been following up, taking calls, and replying to all your queries, and issuing quotes, so thank you to everyone who has been in touch. We’ve also been out and about measuring for clients. We’ve worked at the ATP Tour Finals, covered both England games for one of the sponsors - I think analysing the data was more exciting than watching the games! Further afield our technology was in action at the ADIPEC helping one of the participants to evaluate their involvement. If you want to stop guessing and start measuring, please get in [...]
Physical and, increasingly, digital interactive content is a key part of any experiential activation. Technology use has increased and numbers of engagements are a critical metric in measuring performance. Through analysis of the data provided by Exposure:EX we've discovered that, taken on their own, these numbers drastically underestimate the number and impact of these interactions. In other words, the 'Party Factor' means your experiential activations are WAY more successful than you think! What is this 'Party Factor' then? Whatever the interactive there's a 'Principle' who you count and the 'Audience' that you don't. Our first example comes from an activation at a sports venue where fans can, through interaction with a camera and large touch screen, dress themselves in their favourite team's uniform and have the image emailed to them or posted to social media. Throughout the game there were approximately 100 recorded completed interactions. Having installed one of our Exposure Smart Sensors behind the screens we measured engagement by distance (within 2m) and dwell time (minimum 60 seconds). Our data shows there were 923 engaged fans with an average dwell time of 3m 36s. A 'Party Factor' of 9! The image above is taken from the Exposure portal, Engaged Visitors are classified as those people detected within 2m of the sensor for 60 seconds or longer. In the past the agency would have reported only the hard data, the 100 recorded interactions. When you think about it, the additional impact uncovered by Exposure:EX make total sense. Who goes to a game on their own? The game [...]