Composing the Metaverse

Our CEO, Caroline McGuckian and Jack Jacob, MD and founder of Partnership Network Events (PNE) joined Event Industry News podcast host James Dickson to take a look at all things Metaverse; is it real, does it have a purpose and how will it affect the live events industry?

During a wide-ranging conversation lasting 40 minutes Caroline, Jack and James covered everything from how the metaverse may be funded to sating the five senses and on to gaming, Metaverse gigs and the Queen’s funeral, underscored by the perennial question ‘what it could be good for’.

As both participants are strong advocates of face-to-face, in-person events, the conversation took some interesting turns.

See the full podcast here:

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.”


It’s likely to be an interesting discussion; join them online on 15th November: 1300hrs



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 .”




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.

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. 

Meet Nick Child. Scratch golfer, poker ace, data and analytics nerd

March 22, 2022


A week and a half into his new position as Head of Insights and Analytics, Meshh’s latest senior hire seems a little bewildered by the questions being asked of him by someone 8,000 kilometres and six time zones away. “It just sounds like you’re looking for hobbies and things that keep me busy,” says Nick Child. He’s right.


That’s because spatial analysis isn’t exactly the kind of industry most kids grow up dreaming to work in. And, not surprisingly, Child came to it in a round-about way.


Raised in Johannesburg, Child admits he wasn’t a great student—or, more accurately, a diligent one. “Definitely a sports guy every day after school, to the detriment of homework and academics,” he says. Eventually he picked up a golf club and found his first passion. “I wanted to be a pro.”


That led Child to the University of Cape Town, where he studied Business Commerce and played for the golf team. He saw some of the world in his spikes, including a few of the great historical links in Scotland—The Old Course at St. Andrews, Royal Troon and Carnoustie. Now a husband and father to a 17-month-old, Child no longer plays as often as he’d like, but still manages to make his interviewer’s jaw drop with envy when asked what his handicap is today. “It’s zero.”


It was while he was in Cape Town that Child found a second passion. “I used to play a lot of online poker—another thing holding me back from doing better academically,” he says, laughing. “I took it quite seriously and wanted to make that my job until it was outlawed [in the U.S.]. That kind of killed off the easy money and I was forced to get a real job.”


Asked how having a poker background has helped him professionally, Child pauses before answering: “Poker is a brilliant game. It's unlike other gambling games, you're not playing against the house, you're playing against other people, and all sorts of things come into play—statistics, psychology, game theory, all those types of things.


“People often say the boardroom is nothing but a poker table; the same concepts are going on. So yeah, I definitely think it's helped me career wise, and kind of shaped some of the decisions I've made.”


After receiving his degree and specializing in marketing, Child did get a real job. He started with Nielsen, analyzing point-of-sale data before founding his own consulting business a few years later. “When I went to work for Nielsen, I was presenting a lot of data and doing marketing presentations. Having an ability to work with data really kind of set me apart and elevated my career. And that led me to start working for myself.”


After four years of hustling for himself, Child moved to London to work in competitive analysis for one of Europe’s largest cinema chains. He was there for nearly five years, made a quick pitstop with a sports gaming company and then moved on to Meshh. That last move brings us back to spatial analysis, and what gets a scratch golfer and former wannabe pro poker player up in the morning. “I think masses of data, the ability to understand what's happening—the secrets that are hiding in broad daylight,” Child says of his latest passion.


As for Meshh, he loves the start-up feel as well as the client base. “I don't really want to be a tiny cog in a massive organization,” he says. “And the types of events—sports, music festivals, those types of things—excite me. From the first interview, I just felt like this was where I wanted to be.”


If you’re looking to take your event ROI to the next level, get in touch with Meshh for a consultation. Eventually, Child could be the one telling you how best to optimize your physical spaces and activations. But if he’s doing it over 18 holes or around a card table, just know that you’re in for some good news and, quite likely, some bad.

From Pop Ups To Flagships, Meshh Solves Retail Pain Points

Retailers love data. Like, really love it. And they’re good at collecting it. The best of them have in-house data teams and analysts and proprietary business intelligence tools. They track everything from queue times to price-change effects to how weather impacts sales—all to predict what customers will need or want at a particular location, hopefully before customers know it themselves.

“I learned a long time ago not to try to teach a retailer how to use data for retail,” says Meshh CEO Caroline McGuckian. “Just give them what they need. We do one thing well and provide it in a format that is eminently usable.”

What Meshh does better than anyone in spatial analytics is measure at scale how consumers interact with physical spaces. That’s thanks to an agile system that slots in neatly as one part of a tech stack coupled with years of learnings across verticals.

From football games to food trucks, storefronts to shopping malls, Meshh has its clients covered. Let’s look at four examples.

Meshh Solves Retail Pain Points

 Planning Physical Spaces

It’s an industry given that the nature of retail is changing. Brands are questioning their footprints and, literally, the physical shape of their assets. But how are they to know what works and what doesn’t?

Understanding customer footfall patterns, movements through stores and dwell time surely helps. And with Meshh, those are easy. Give them a few locations and a month and they’ll report back with data on which layouts are most effective based on client goals.

“It’s not a big infrastructure play, it’s not overly complicated,” says McGuckian. “We can literally put some sensors into a couple of different types of stores and tell you that, in one, customers move through it this way and in another they move that way.”

Pop-Up Retail

By its very nature, pop-up is transient. It doesn’t have infrastructure—it’s quick and temporary. Shop Lite. For retailers using any physical space that isn’t their own tricked-up brick-and-mortar asset, getting the type of information they rely on is hard.

But transient is Meshh’s forte. “Because we are a very standalone proposition, we don’t need to integrate with pre-existing Wi-Fi, pre-existing cameras, pre-existing anything,” says McGuckian. “We can and do deliver on pop-up retail experiences across the globe.”

Whether testing a market, comparing locations or tracking conversion rates, selling from a storefront, a booth or out of the back of a van, “pop-up retail is the new black,” says McGuckian, “so we measure it, too.”


There’s a significant difference between pop-up retail and concessions: the latter comes with a captured, quantifiable clientele. But just because people are there, and you knew they’d be there, doesn’t mean you’re guaranteed sales.

If 1,000 people walk by your concession and only 200 stop, how can you increase that number? “Should you have three locations in different areas or one larger shop,” asks McGuckian. “How many different touch points do you have with that consumer? Should you be doing something visual at the front door? Do you need new messaging?” 

With Meshh’s expertise as a starting point and its systems measuring any or all of those and more, clients create a comprehensive strategy to maximize event ROI.

Shopping Centers

Not all retail is about individual stores. Mall operators work with multiple brands on customer engagement, location, promotions and more. Some areas of the mall are going to have less traffic than others, but with Meshh in the mix, that can be addressed.

“We have used signage to drive footfall,” says McGuckian. “We look at parts of the mall that are quieter and feed that back into the digital OOH system to trigger messaging to change behaviors.”

Knowing where customers are means you can direct them elsewhere, like to a store having a sale or a food court at low capacity.

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. 

Driving Success: Turbocharging ROI at Auto Shows

Auto shows are hugely important to anyone looking to build brand affinity and generate leads. Even with the scaled-down events being put on during COVID and likely to continue, you’re looking at thousands of past, present and/or potential customers. There’s a lot of data to be had, but collecting, reporting and acting on it is a daunting task. And with budgets being squeezed and ROI constantly scrutinized, efficiency is more important than ever.

Working with disparate partners who employ disparate systems means disparate data. That’s not efficient. “You’re not able to compare apples to apples across shows and other events,” says Ian Richardson, Limelight’s VP Strategic Partnerships. “And it makes understanding event executions holistically, in any kind of meaningful time frame, nearly impossible… Marketers can’t see how individual assets or entire campaigns are performing until an event post-mortem is completed.”

When it comes to creating and measuring digital activations at events, the four big pain points are: a broken feedback loop, the inability to make informed adjustments on the fly, poor consumer communications and CRM integration issues. Using the auto show as an example, let’s see how Limelight addresses each one.

You’ve got two touchpoints: contesting and vehicle-specific wheel stands. It’s all going great, until it isn’t. But there’s no need to hit the brakes.

ENGAGE CRUISE CONTROL Fixing the feedback loop

After a few hours, you notice the bounce rate for the contest sign-up is high. Turns out most people are giving up after nine questions, and you’ve got 12. That knowledge allows your team to shorten the questionnaire. By Day 2, your submit rate jumps considerably.

“Clients can use Limelight without having to custom code or lean on a development team or several different partners to make changes,” says Richardson. “You can update as soon as there is some downtime.”

SHIFT GEARS ON-THE-FLY Reacting in real-time

The Limelight dashboard is also showing that something is up with the placement of the contesting kiosks. Despite being stationed in high-traffic areas to maximize exposure, few people are stopping. A little investigation reveals that foot traffic is too high; people feel they’re in the way if they stop. The answer: Move the kiosks.

It may not be possible in the moment, but you’ve got the knowledge to act if it is. At worst, you know what to do for the next day or the next event.

“What’s nice is the events team—the actual boots on the ground, the people who are working the event—can see how people are responding, behaving and interacting in real time,” says Richardson.

ACCELERATE CONNECTIONS Creating effective consumer communications

You’re pleasantly surprised to see that the wheel stands are getting a lot of use. Limelight’s branch logic is sending existing customers on one journey and potential customers on another. The software is also generating automated follow-up emails that are personalized and timely, which can mean same day or timed for optimal engagement. That can lead to an open rate often as much as 10 times higher than what you’ve seen versus a logistically delayed send to people who have opted-in to communications, according to Richardson.

“That’s huge, and it makes sense,” he says “Otherwise, a couple weeks later, I’ve forgotten what I signed up for and I could scroll by it as spam.”

OPEN ROAD Solving CRM issues

All the collected information from your activations—including any identifying questions—is also being passed directly to your CRM to update consumer profiles and alert dealerships of leads and marketing to hand-raisers, making it easy for both sides of the business to drive success.

“Often the CRM team doesn’t want to ever log into Limelight, and that’s fine,” Richardson says. “They want to use their system to see the event leads, in addition to web, social and other channels. And the events team doesn’t want to rely on or may not have access to the CRM system. But now they have access to the consumer data and key metrics to see how events are performing.”


Thanks to Limelight, your feedback loop is humming, your event managers are acting on easily digestible data, your email follow-ups are optimized and all the consumer information is flowing seamlessly into your core CRM in real time.

Congratulations, you’re no longer spinning your wheels.

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. 

Measuring Event Marketing ROI – the “Fine Line” for Future Success

Earlier this month, Meshh CEO Caroline McGuckian had this kicker of a quote in a Limelight Platform original article about measuring event marketing; “There is a perfectly good business in being second …. because they’ll have learned from the first people’s mistakes. They’ll be much more commercial, much more sensible, much more efficient, much more prepared. So, I want to be the second person to land on Mars.”

Here, McGuckian expands on that idea, offering some thoughts on how clients have the chance to be “first to Mars”—and what they should look out for on that journey. 

Let’s take this out of the Bezos/Branson realm. What you’re saying is you’d rather learn from others’ mistakes than make them yourself first? 

Partly, but it’s also that people at the bleeding edge are often creating technology for the sake of it and haven’t worked out applications [for it] that people need. 

How so? 

Just because you can do something doesn’t mean that you should. Your fridge can tell you whether you need milk, but is that overly meaningful? Technology can do a lot of things, but the use cases for it need to be in line with an identified customer need. I often find that the people who are first are either answering a very niche case, or they’re on a self-indulgent journey. It’s the people who come after who understand how to actually turn it into something useful in today’s world. 

Is there an example you can cite? 

At the moment, the one for me is the driverless car. People like driving, people like that experience. So, we’re creating technology to remove something that people generally consider a positive, enjoyable experience. And it’s because somebody decided that this would be a good idea. Probably based on a movie that they saw as a child. 

What about an example where second was better than first? 

Google wasn’t the first search engine. The first search engines don’t exist anymore. The AltaVistas, they’re all gone. So, if you look at the technology that entered the market after that, Google is the best example.

You don’t think there’s necessarily a lot of cachet in being first to market or winning a race in business? 

I don’t think being first is a defining business strategy. Of course there’s a bit of cachet, depending on your vertical and depending on who you are, and of course you get to say ”I was first” in your collateral. But then everybody is an award-winning blank or a market-leading blank or a globally successful blank or a top-three provider of blank…Those are self-declared statements, there are plenty of them. Everybody does it. 

I don’t think you have to be first to be the winner. It’s a risk, but you don’t have to be first to build a successful product or business. 

Since Limelight Platform acquired Meshh, a lot of the messaging has been about how the core products offering is the first of its kind. Doesn’t that essentially mean you’re the first to Mars? We’re not the first to Mars. We are the first business to really look at and unify passive and active data. If it’s important to our clients, they have the opportunity to be first to Mars. 

But I will be really disappointed if “first” is why they buy us. They should choose us because we’re a combined entity—the information we provide and the context we give is more than one plus one; it’s the sum of the parts. 

Can you explain that in more detail? 

A lot of companies do bits of measurement and, to varying degrees of success, a lot of discerning clients have tried to put all of those bits together. It’s easier to engage and transact with somebody who owns the entire data journey rather than shoving together a bunch of different suppliers and trying to make sense of it yourself. 

We’re meeting a market need—which is the ability for clients to engage with measurement, from active to passive—and making it easier for them. 

How do you avoid being your industry’s version of AltaVista? 

We will continue to innovate. This is not the end of what we are attempting to do. It’s not the last product we’re going to launch. And it’s not the last dot we’re going to connect. This is the start of the data journey. 

With that in mind, what’s next for Limelight Platform? 

For us it’s always going to be about pragmatic iteration—building things that make a difference; developing data propositions that make a difference; and not getting too caught up in

measuring things for the sake of it, both as technology providers and also as clients. If you can’t action it, it’s just a spreadsheet…you’ve got to question whether you’re wasting your time in the first place. 

We don’t want to be a measuring business; we want to be a business that helps clients take action on measurements. 

Any thoughts on the future of the industry? 

There’s consumer risk with any kind of measurement. Let’s not forget that every target, every collection point is a person. That’s your mom or your kid or your best friend. And those human beings have become considerably more savvy about data and the value of their personal information. 

You can look at behaviors and you can start to draw conclusions and alignments based on patterns and data. That doesn’t mean that you need to track Jack from the front door and around the place, then tally that up with whether or not he bought a drink or a hat or entered a contest and went home by Uber. That’s what a marketer wants, not what Jack wants. 

If you’re going to push measurement to the edge of a consumer’s level of comfort with what he/she is prepared to give you, voluntarily or involuntarily, you’d better make sure that it’s worth their while—and improving your marketing ROI isn’t necessarily worthwhile to the human being you are measuring.[JG1] 

There is a fine line. We need to be very careful as an industry that we’re doing what Jack wants. And I think the first to get caught doing what they want, not what Jack wants, will want to be second that day.

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. 

Meshh announces channel partnership with Relo Metrics

Brands and rights holders using the AI-powered sponsorship analytics platform Relo Metrics ,can now correlate in-market sales with in-venue sponsorship evaluation of activations.

LONDON, Aug. 25, 2021- Relo Metrics, the AI-powered sponsorship analytics platform formerly known as GumGum Sports, today announces an exclusive partnership with spatial intelligence company Meshh, allowing it to tap rich behavioral data on how audiences engage with sponsorship activations in-venue.

Founded in London, Meshh specializes in developing GDPR-compliant sensor based wifi analytics technologies that collect data on how audiences behave in the real world. Within stadiums and venues, Meshh’s technologies allow sports marketers to measure metrics such as unique reach, linger time and repeat visits around in-venue sponsorships in order to gain a deeper understanding of how on-site viewability can be optimized.

The partnership enables users of the Relo Metrics platform to view real insights pertaining to their audience at their on-site sponsorship activations, as opposed to the unreliable traditional method of looking at ticket sales as a proxy for value. Brands and rights holders are able to quantify on-site sponsorship engagement with a media value equivalency and pair it with performance insights spanning their branded content campaigns, broadcast television and digital platforms. This joint approach ensures alignment of their sponsorship portfolio to objectives such as brand awareness, audience engagement and sales. Users can also correlate Meshh’s in-stadium visitor data with retail visits, helping sponsors understand the business impact of their investments.

“We launched Relo Metrics to become the gold standard in sponsorship measurement, by reinventing authentic, actionable data that allows brands and teams to holistically understand how their sponsorships perform with increased agility and control.” says Brian Kim, CEO at Relo Metrics. “With the Meshh partnership and in-venue measurement, we are going wider and deeper into the sports marketing funnel, providing complete coverage of TV visible exposure, social media activations, and now in-venue activations. With all of this data housed through our Relo Metrics platform, rights holders and marketers have a one-stop solution for sponsorship intelligence that enables them to understand and optimize their sponsorship investments throughout the season.”

“Our partnership with Relo Metrics is a very natural fit.” says Caroline McGuckian, CEO at Meshh. “Both leaders in our fields, the coming together of screen and live sponsorship metrics is a unique proposition which services Brand, Rights Holders and Venue needs to have a holistic view of their investment. We talk a lot about a return to live experiences, we talk a lot about a post-COVID world, but we all know the future is somewhat unpredictable. What is predictable is that it will comprise both screen-based and physical experiences. This partnership represents that and is a step-change in how brands can understand the true value of their investments. We are excited about what the future holds as we work with Relo Metrics to build on the gold standard.”

See more from Sportbusiness and SportTechie

About Relo Metrics

Relo Metrics is an AI-powered sponsorship analytics platform that enables brands to track and optimize their sponsorship investments and powers teams and leagues with the insights they need to retain and grow revenue. The company tracks sponsor exposure across live broadcasts, social media, and streaming platforms, and delivers actionable insights via a fast, single solution platform. For more information, visit

About Meshh

Meshh is a global leader in wifi analytics for live experiences. The sensor technology is not based around pre existing  infrastructure which enables the more accurate measurement of human behavior and provides dynamic, real time measurement of interior, exterior, permanent and transient assets. With extensive commercial, operational and retail applications Meshh data is an invaluable tool for multiple stakeholders. For more information, visit

Related Links

For further information: 

Terry Foster, CEO, Limelight Platform,
Europe/ US – Caroline McGuckian, CEO, Meshh,
APJ – Duncan McIntyre, Regional Director, Meshh