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This webinar is being recorded Your are all in listen only mode Please close apps in the background using
internet Ask questions via GoToWebinar Control Panel Live Q&A at the end Join us on Twitter using #EventBehavior
Presentation Contents
This changes everything What’s really important Who is Event Guidance? Behavior Analytics WiFi vs Bluetooth How it all works A look into the future
Real-Time Event Behavioral Analytics
Where are people drawn within an event area?
“Value Per View”
Display cost / number of engaged visitors
New insight into consumer trends
Adjust layout based on proven data
This Changes Everything
EventTrack 2015 Executive Summary
This is why we invest in events
81% - Brand Awareness Attraction. What brings them in? Interaction. Where are the largest amount of interactions? Engagement. How long do people engage?
57% - Influence Deeper Customer Involvement Dwell Times. Where is time spent? Peak Hours. When is the busiest? How does population
effect dwell times?? Staffing. What are optimal hours of operation?. When is
additional staff needed?$565 billion dollars per year spent on events worldwide
Who is Event Guidance?
"If things seem under control, you are just not going fast enough." --Mario Andretti
Who is Event Guidance?
26 year old parent company – GRG
Launched November 2014
419 Event Days in 2015
Thousands of Event Days Proposed in 2016
5,000,000+ devices pooled to build benchmarks and consumer trends
Strategic Partnerships with Four of the Event Marketer 2015 Fab 50
Behavior Analytics:The focus on why and how users behave in a situation
ActiveOn site/After event
interviewsMobile application
(Bluetooth)
RFID
QR Codes
PassiveObservation
Video
WiFi
Floor Sensors
BluetoothActive monitoringRequires opt-in
action by visitor
Personal
information
gathered
App permissions allow for lead to
be generated
Ability to
InteractLocation based push
notifications
WiFi
Passive
No action by visitor required to be monitored
Anonymou
sPrivacy concerns are a
non-factor
Largest
pool of
data90% of smartphone owners do not disable WiFi
225 million people annually attend over 1.8 million events in the U.S.
Advantages to each platform
How it all works
Enters monitored zone
• Node pings to phone• No connection to WiFi
required• No opt in required
• MAC address transmitted and hashed
• db strength determines distance
• First to last ping determines dwell time
There are over 270,000 Conventions and 11,000 U.S. Trade Shows Per Yr.
Single node radial system
How it all works
Enters monitored zone
• Ping to 3+ nodes• No connection to WiFi required• No opt in required
• db reading determines distances• 3 distances meet at 1 point
• Dwell determinedEvents make up the largest portion of corporate marketing
budgets at 21%
Multiple node trilateration system
Event Guidance Dashboards & Analytics
Visit count metrics• Total Visits
• Total detected devices over selected time period (including repeats)
• Unique Visitors• Number of unique devices detected within a
selected time period• First Time Visits
• First time detected devices (all time) within selected time period
• Repeat Visitors• Number of visitors who’ve visited multiple
times within a selected time period• Number of Visits per Repeat Visitor
• Average number of visits that each repeat visitor made within the selected time period
• Number of Visitors Outside• Count of visitors seen outside the selected
site/zone that have not registered a presence in the selected zone during the time period
Event Guidance Dashboards & Analytics
Dwell Time Metrics• Dwell Time
• Average visitor dwell within selected site or zone
• Targeted Dwell Time• Average dwell time for visitors that qualify by
attending more than a set minimum but less than a set maximum
• Dwell Distribution• Distribution of visitor dwelling time (in minutes)
for the selected time period• Dwell Time Less Than 30 Seconds
• Number of visitors whose dwell time was less than 30 seconds for the selected time period
• Dwell Time Less Than 60 Seconds• Number of visitors whose dwell time was less
than 60 seconds for the selected time period• Dwell Time Less Than 120 Seconds
• Percentage of visitors spending less than 2 minutes in the selected site/zone
Event Guidance Dashboards & Analytics
Additional Metrics• Percentage Monthly/Weekly/Daily Visitors
• Average percentage of visitors that visit selected site or zone at least once per month/week/day
• Average Days Between Visits• Average number of days between repeat visits
• Recency• Average number of days since the last
recorded visit• Conversion Rate
• Average percentage of visitors entering at least one zone
• Zone Count• Average number of zones visited
Proxy Site Analytics• Metrics of Attendees that also visited a different
Event Guidance monitored area
Future Technologies
Video Monitoring
• Automated video count system to measure Wi-Fi or Bluetooth estimated count rate
• Facial Recognition (Requires improved accuracy)
• Skeletal analysis for visitor count
Bluetooth / WiFi / Gaming Collaboration
• Connect WiFi and Bluetooth data for large pool of data with analytics on opt in attendees
• Use event gamification to link data
Magnetic Location
Technology
• Map event area using magnetic readings
• Eliminates hardware requirements
LED Location Lighting
• Lighting system monitors via WiFi
If you're not constantly moving forward, then - without a doubt - you're moving backwards. –Bill Owens
Continually Researching and Developing Capabilities
Future TechnologiesContact Information
Kurt SabinDirector of Business Developmentksabin@eventguidance.com
Brian PesinMarketing Manager | Event Farmbrian.pesin@eventfarm.com
Event Guidance528 Robbins Drive / Troy, MI 48043
www.eventguidance.comPhone: 248.588.6100
“Without data, you’re just another person with an opinion." –W. Edward Deming
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