Can Answering Simple Questions Make Big Impacts?
As discussed in the Event Marketer article by Rachel Kirkpatrick, there are four ways event technologists are impacting events:
- bridging the organizational gap
- enhancing efficiency
- driving innovation and research
- helping the industry perform smarter
According to Kirkpatrick, agencies and clients continue to search for a “seamless stream between existing data (the reams of it), new data and leveraging it all to inform strategy.”
Cisco Partner Summit hosts several events every year in order to keep current on the latest products, technologies and network solutions. Companies that host many events can see scalable benefits by implementing standardized technology practices across their events, such as location analytics. Location analytics bridge the gap between geographic intelligence and business analytics, improving marketing efficiency and becoming the solution; the solution to linking existing spatial data and innovative strategy. Since location analytics is a passive form of collecting data, it’s often the first step in understanding and improving the event experience.
“Our clients are looking to create more closed loop kinds of activations, where the role of data becomes one that’s less about collection and more about [how it] can inform and therefore make more targeted subsequent sales and marketing activities,” says Scott Kellner, vp-marketing at George P. Johnson.
Given that challenge, location analytic software becomes the physical answer. SOLOMO Technology brings online metrics and experiences to physical touchpoints through its location-based software platform. In one customer scenario, SOLOMO integrated directly with Cisco’s wireless infrastructure, leveraging the access points as “beacons” to provide troves of attendee behavior. SOLOMO then applied intelligent filtering and reporting capabilities for event managers, exhibitors and their agencies. Through this process, the agencies and exhibitors were able to identify the return on having multiple exhibit areas spread across the conference center and their investment in hosting breakout sessions. With this knowledge the agencies and exhibitors adjusted their event layouts accordingly and increased their lead capture rate at subsequent event activations.
The growing demand is not for the collection of data, but for “actionable analytics,” as Kellner describes it, ones that can create insight. With SOLOMO’s ability to produce clear visibility at event activations through its geographic intelligence, exhibitors and their agencies can efficiently answer performance questions, and increase efficiency and accuracy in their respective marketing decisions.
For the full article, please visit: http://www.eventmarketer.com/article/the-event-technologist/