Data analytics have quickly become essential to understanding and reaching your consumers. It wasn’t long ago that the notion of gathering data at events seemed nearly impossible and a potential breech of privacy. Today, judging the success of an event requires analyzing massive amounts of information, data, and metrics.
Yet, data collection for events is still in its infancy. At most events, organizers collect the majority of data from ticket sales. Then brand partners and exhibitors are expected to gather their own data, which is rarely shared with the event organizer.
Another issue complicating data gathering is the siloed nature of most events.
Things like event registration, lead retrieval, session tracking, and exhibitor experiences (such as green screen photo opportunities and virtual reality, mobile apps, social media, and event websites) are typically run and tracked by individual technologies that are compartmentalized from each other.
Fortunately, technological leaps are solving these issues and making event data gathering a significantly easier and seamless experience. An example is the Live Event Operating System by FISH Technologies, a sister company of The Trade Group.
Photo Credit: FISH Technologies
The Trade Group has used the Live Event Operating System at our experiential events, like Riftwalk. The system has also been used at events like the Super Bowl; US Open Tennis; CMA Music Festival; MLB, NBA, and NHL All Star Games, and events across the globe.
“For a long time now we have heard event organizers struggle with making data analytics actionable. We believe the root cause of their struggles has always been that they are looking at data at 30,000 feet, and almost without exception we hear event producers groan that they have lots of interesting data analytics, but just don’t know what do to with it,” said Mike Gilvar, CEO of FISH Technologies.
Here’s how the Live Event Operating System works: when attendees register for an event, they receive an interactive mechanic, like a card, wristband, or QVC code to use on their smart device. This mechanic is used throughout the event, anytime the attendee visits a special zone, like a green screen video area or virtual reality experience.
In addition, the Live Event Operating System can connect all the previous individual technologies and bring them under the platform’s umbrella. This goes for third-party systems, too. Mobile app activity, beacons, social media, experiential assets, and content requests can all be tracked. Not only is all this data collected, but it is tied to specific attendees.
This is specifically what makes the data meaningful and actionable.
Photo Credit: FISH Technologies
All data is sent in real time to the event management dashboard that allows organizers to understand what areas of the event are engaging attendees and the specific demographics for each. In addition, exhibitors have access to their own dashboards that are completely customizable to fit their needs. Understanding attendee behavior makes it exponentially easier to guide them to event offerings they would find most useful and enjoyable.
By connecting all of these individual technologies, the event becomes a much more engaging and seamless experience for the attendee, which, almost as a byproduct, makes the event exponentially more measurable.
The Live Event Operating System has two driving tenants:
- Empower the event organizer to control the collection of data.
- Enable the event organizer to control the delivery of content.
Data integration is essential to a successful event. With the Live Event Operating System attendees enjoy a more cohesive and personalized experience, exhibitors receive more and better data, and event organizers receive invaluable strategic insights.
Check out some case studies or contact The Trade Group for even more details on the wealth of information you can discover with the Live Event Operating System.