Make measuring your exhibition participation as easy as online marketing! Read in this article how you can get a better picture of the visitors to your stand with big data and how you can then better respond to this at your next exhibition.
Traces
Whatever activities we undertake, we all leave (digital) traces. Think of social media activities or your visitor behavior on a website. But there are also traces to be found offline. And therefore also at exhibitions. The amount of available data is constantly increasing. For many organizations, the challenge now is to register this data, analyze it and then use it tactically. Through Big Data you get a better picture of your customers and you can better respond to their specific needs.
Big Data
Big Data has many different definitions. And they are all different too. We stick to the definition of Bernard Marr, Big Data expert and author of the bestseller Big Data: ‘Using Smart Big Data, Analytics and Metrics To Make Better Decisions and Improve Performance’. Big Data refers to our ability to use the ever-increasing amount of data and analyze it.
Big Data: ‘Using Smart Big Data, Analytics and Metrics To Make Better Decisions and Improve Performance’
Expo Analytics: the Google Analytics of exhibition participation
More and more exhibitors are looking for more insight into the returns of their exhibition participation. Often it is not clear what the exhibition has yielded. Expospaces has a tool that provides perfect insight into the return on your exhibition. And it is easy to integrate into your exhibition approach.
Scan module
You know how many exhibition visitors come to the exhibition. But do you want to know how many visitors have walked past your stand (Brand Awareness)? And do you want to know how many visitors have been to your stand (Interest). Expospaces installs the VisitoRadar scan module in the stand. A simple small inconspicuous box that records the movements of visitors. This ensures that you gain insight into the following questions:
- What is the number of visitors per hour at your stand?
- How long do visitors stay at your stand?
- When and how often do visitors return?
- At what point in the stand do most visitors come?
- Which exhibition participation generates the most interest?
Just like Google Analytics
The tool provides analytical data on visitor behavior on and around the exhibition stand. The number of exhibition and stand visitors, their length of stay and the proportion of returning visitors – just like Google Analytics in online marketing. All data is made transparent by interactive graphics for the entire exhibition and in detail per day.
With this tool, your exhibition participation is just as measurable and transparent as your online marketing. And it provides the opportunity to make data-driven decisions for the optimization of your live communication and next exhibition participation.
Want to know more about measuring the effect of exhibition participation? Our specialists are happy to tell you much more about it! Please contact them!
Want inspiration in the field of stands and brand activations? View stands and activations here!