Author: David Rüder

ETL 2022

We are thrilled to announce that our CEO, Caroline Mcguckian will be one of the panellists for an Event Tech Live virtual session alongside Greg Morris, Research Director at Nielsen Sports & Entertainment and Jake Pryszlak, Insight Manager at SailGP where they will be discussing the subject of “Embrace the new norm for data - ignore it at your peril!”

Do you know who you are taking home? Or to the doctors, restaurant, shopping, concert or anywhere else! There is increasing media coverage revealing that many apps are recording data surreptitiously and that data is being sold to third parties; here’s a quote from the New York Times:

“Your Apps Know Where You Were Last Night, and They’re Not Keeping It Secret.

Dozens of companies use smartphone locations to help advertisers and even hedge funds. They say it’s anonymous, but the data shows how personal it is.”

(source:https://www.nytimes.com/interactive/2018/12/10/business/location-data-privacy-apps.html)

It’s likely to be an interesting discussion; join them online on 15th November: 1300hrs https://eventtechlive.com/agenda/

 

 

Huggins joins Meshh

The team at Meshh is welcoming the latest addition to the team, Rory Huggins who has joined us as a data analyst in a move to further expand our analysis and reporting capability.

Huggins, our newest data analyst, holds a degree in mathematics and statistics and joins us from online cycling retailer Wiggle. His former role involved analysing operational data and ultimately designing and programming an application to automate manual stock-handling processes. Previously Huggins has held positions with Coca-Cola and Thomas Cook, innovating and improving their analytic and algorithmic processes.

Nicholas Child, our head of data & analytics, said, “Rory is a great addition to the team; his data and stats background fits perfectly with our commitment to increasing the capacity and capability of the data analysis aspects of the Meshh offering,”

Child concluded, “The real value to our clients is that we provide insight from the data we collect on their behalf, they are not concerned with the technology we use, it is the commercial advantage they gain by understanding what the data is telling them. Rory’s experience and enthusiasm for his subject willbe a great asset to the team.”

Huggins said: “I am very excited to be joining Meshh as the company is innovating and growing its data analysis and reporting functions.

I’m keen to be a part of this development in the business, supporting Nick Child in his ambitious vision for Meshh data analytics .”

 

 

Dentsu

Creative communications agency dentsu has chosen spatial analytics specialist, Meshh, to deliver the data and analytics for the NIVEA SUN and Cancer Research UK summer tour this year. The tour, which began on June 25, 2022,  will reach 13 places in the UK including the Commonwealth Games in Birmingham and Camp Bestival in Shropshire before ending in August.

Meshh technology will be collecting data on footfall and consumer engagement throughout the tour, which will be analysed and evaluated for actionable insights, allowing dentsu, Cancer Research, and Nivea to quantify and compare the success of the campaign using reliable, credible information.

Monica Marcjanek, client director at dentsu, explained why Meshh was chosen, saying, “We needed a flexible solution which could be used across a variety of environments and sites. 

“Meshh has trained the dentsu  team and our staffing agency personnel to identify the optimum placement for the sensors, how to plug them in and switch them on to begin the data capture process,” she added.

Jessica Pomfret, account director at Meshh said, “The information from the 2021 data was used to compare the performance of each location on the tour. We measured the conversion rates and how effective the activation was in converting passing foot traffic to engaged participants. We were able to evaluate brand exposure across the tour by location, time spent with brand, ROI, and other critical metrics needed to justify the investment in the campaign.”

“The data from each event has been used to inform where Nivea will be travelling to in 2022 and we will be delivering the same metrics this year. This enables our client to build a detailed performance profile across location, time, and even weather conditions, for every year's campaign. Each iteration of the campaign, and every individual event and place,  yields more information, providing insight and knowledge to guide and improve the campaign moving forward."

The roadshow won a Bronze award in the Most Effective Roadshow Campaign at the FMBE Awards in 2021 with 96% of those interviewed who attended the Sun Safety Tour, said they would adopt more sun-safe behaviour in the future. 

 

 

Should measurement belong to the asset?

In “The State of Sponsorship”, a recent report online, Adam Mitchell, CEO @ SponsorPulse, brought some interesting trends and observations about the sponsorship industry to light, not least the perceived good health of the sector from within, and solid public recognition that sponsorship has positive effects on brands.

Digging a little deeper into the report, industry respondents are suggesting that responsibility for investment in measurement is swinging away from brands towards the assets themselves. This means that assets will be able to choose how they measure and evaluate, and opt for credible, trusted solutions that stand up to comparison and analysis.

This is a welcome development. To be able to take ownership of measurement and evaluation means assets can develop fine-grained, detailed analyses to support their claims of influence and effect. An asset can take ownership of its metrics and demonstrate the consistency and reliability of its data collection and interpretation, building a volume of evidence that translates into increased value to sponsors. Even "unsuccessful" events can contribute to the asset's value, as every engagement can now be quantified and analysed to yield incremental improvements and refinements.

The passive sampling of wifi connection requests at events, emanating in large part from mobile phones and devices, can be anonymised, encrypted, and processed into information about the movement headings and speeds, footfalls, and dwell times of individual devices (and the people attached to them!) without compromising privacy or security.

Analysed in the right way, this information can retrospectively reveal significant relationships between people and places over time, helping to build a complete quantitative picture of the effects of, for example, a celebrity brand activation at a sporting venue or a sampling event at an exhibition. Extend the analysis to this information in real time, and you can open the door to powerful behavioural marketing techniques at live events, mirroring how internet platforms serve relevant marketing to their users.

This information needs to be shared with stakeholders too, as it tells a lot of different stories. Increased dwell times might be the goal for a sampling event or a signing. But for a venue, it could represent an opportunity to deploy a retail concession, indicate a good place for additional wayfinding signage, or constitute a security vulnerability.

But it is absolutely vital to choose a solution and a provider that can demonstrate the highest standards of data collection and management, measuring what matters, and doing so accurately and repeatedly.

With the responsibility for measurement and evaluation falling more on the asset in the future, now is the opportunity to invest in a credible, innovative data solution that stays with the asset. Regardless of the welcome expectations of sponsorship industry professionals, assets can now take the lead on measurement and evaluation without accusations of "marking their own homework".

Having a solid evidence base built on dependable, credible, information from live events will be a prerequisite for successful sponsorship relationships in the future, making every engagement an opportunity for improvement, enhancement and greater success.

https://www.stateofsponsorship.com/?utm_campaign=q2-2022-state-of-sponsorship-report

If you need a simple, scalable way of collecting visitor behavior data in any physical space, we’d love to hear from you and you can follow us here on linkedin for updates.