What event data do you gather from your participation in trade shows? Are you "counting heads," or making a good "guestimate" of interest based on a few different factors? For instance, do you count how many swag bags you handed out, how many informational cards were filled in, or via another route? Those would be good illustrations of old-fashioned data gathering at best, and a huge waste of resources at worst.
And it represents the loss of a huge opportunity.
When you choose to participate in the right industry and trade events, they can supply you with a huge amount of deep and rich information on nearly every aspect of the attendees' individual and collective behaviors. Harness the right technologies, and you can understand such things as:
• Level of engagement
• ROI of your participation
• Weaknesses in your "funnel" or messaging, and more…
Readers of our handbook, "Customer Behavior: What You Don't Know," might recall that we described the tremendous significance of data, real-time data, and how it can be paired to AI to help you "skyrocket" your ROI. That AI, as we mentioned, is equipment like FastSensor that identifies patterns and gives real-time customer behavioral insights to help with engagement, growth, or sales.
While we'd love to say that setting up some gadgets and using the information that they generate is all that you require to leap in and start boosting the bottom line, that is not the case. Instead, we want you to start with a clear understanding of how and why you must measure YOUR event data, and why it is such a crucial investment towards your success.
To do that, though, means looking at the event data you should be considering.
The Data Types
As we said a bit earlier, what is the data you measure when you participate in industry or trade events? It should be comprised of one or more of these types:
• Technical Data
How can you tell if your booth or display was noticed? Foot traffic is an indicator, but technology can track things like "time-in-view," "impressions," and more. Knowing how popular your booth was, how many impressions or visits were made, and whether it was used or noted and passed will let you understand if you are even able to catch the eye of your target audience.
• Behavioral Data
Real-time, customer behavior insights are key to driving the level of engagement, influence, or opinion-shaping you require. This sort of data has to be evaluated to determine what level of influence (if any) your product or service had. How? Knowing what interested your audience ensures you understand their preferences, and this enables you to be better prepared for future events or to make some real-time adjustments while the event transpires.
It is a more sophisticated level of data, and it is often far more in-depth than other types of data. Yet, it can be gathered when using the right technologies.
Event Data in Action
When you have a good collection of these data sets, you will have what you need to gauge how effective your attendance at an event might have been. Note, we said "might," and this is because you will want "other" data such as conversion rates after the fact, and other figures.
In other words, collect and build on event data, and you can accelerate your business in more insightful ways. With this approach, you can:
• Anticipate what users will need and take the product in the right direction by using event data to improve the guest experience
• Provide deep reporting and quantify ROI for the event
• Analyze which events perform better than others by venue, city, event and activation type, demographics, and help you to run the most efficient event strategy possible
And because you've used real-time data, you are doing all of these things without the usual measure of guessing. It will all be based on customer experience and data gathered around it.
This is also known as experiential marketing, and it is a modern ticket to higher ROI on any of your trade show events.
How do you make the most of experiential marketing? You find the right method for tracking performance metrics so you can determine what worked, what didn't, and what can be improved upon for your next event.
As noted, this is what is available through the use of FastSensor.
Our AI-powered analytics provide actionable data that can help you achieve optimal ROI by creating the ideal experience for visitors and generating more leads. Our passive tracking software goes beyond other forms of technology like Bluetooth and WiFi tacking by helping you to:
- Track and engage with visitors.
- Collect behavioral data on visit frequency and dwell time.
- Explore how visitors navigate so you can optimize their journey.
- Measure passerby, conversion rates, and attractiveness.
We track customer engagement for ROI in real-world settings such as retail stores and trade shows. Our technology can track foot traffic, dwell time, visitor profiles, and even conversion from displays so you can gain insight into your visitor experience and position your displays and your staff accordingly.
If you are ready to use all you've needed to know about event data and blast off your ROI, take a look at FastSensor and its options before your next event.