Analyzing Engagement Should Be Consistent Online & Offline
- Photos average a 35% boost in Retweets
- Videos get a 28% boost
- Quotes get a 19% boost in Retweets
- Including a number receives a 17% bump in Retweets
- Hashtags receive a 16% boost
As the article states, “analytics are your secret weapon.” If this is true with the digital media, why can’t we take the same scientific approach to improving physical engagement? By using new technology called location analytics on event footprints, marketers can now quantify the behavior of consumers at their events and retail locations. Just as Google Analytics provides marketers performance metrics on a web site, location analytic companies, like SOLOMO Technology, provide clear visibility at event and retail activations to efficiently answer performance questions and make better-informed marketing decisions.
By applying marketing science to event analytics, marketers can granularly assess event content, just as they do digital content to iteratively improve. Example outcomes might be:
- Endcap exhibit areas receive 35% more passerby traffic than interior exhibit spaces.
- Kiosks and booths with interactive games keep attendees 4 minutes longer on the footprint.
- Having a ratio of 1 Brand Ambassador for every 3 Attendees converts the most passerby attendees to engaged visitors.
Location analytics allow marketers to assess and improve attendee engagement on-site, while digital analytics guide shareable content online. Both contribute to a better experience for the audience and provide clear feedback for the business. By bringing them together, marketers have a balanced equation to improve event marketing return on investment.
For access to the original whitepaper, see Eventbrite's resources.