TOP TECHNOLOGIES THAT TRACK AND MEASURE ATTENDEE BEHAVIOR BRAD KAUFMAN, PRESIDENT, EXPERI-TECH MARYBETH HALL, PRESIDENT, BROWN PELICAN GROUP

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1 TOP TECHNOLOGIES THAT TRACK AND MEASURE ATTENDEE BEHAVIOR BRAD KAUFMAN, PRESIDENT, EXPERI-TECH MARYBETH HALL, PRESIDENT, BROWN PELICAN GROUP

2 What is the focus of Experiential Technology? More deeply engage attendees in brand Provide more detailed AND fun activities Distribute quality info to your client Provide accurate, timely, and meaningful metrics and analytics Use progressive, fun and engaging tech to accomplish all of the above

3 Experiential Technology Benefits Track throughput. How many go through in given time interval Density. How many viewing a touch point at once Dwell times. How long can we engage in a product Distribute quality info to your client

4 Connection Methods & Key Solutions: How do we connect the attendees with the data?

5 Touch Point Badge Scanning Every attendee has a badge. So lets use it! Extend the usability of the show badge by scanning attendees at various key touch points within the booth, event or experience Almost every badge has some kind of scan capability: RFID. NFC. QR Code. Mag Stripe. Barcode. Etc. Connects the attendee to the tracking data Gamification where applicable Most cost effective. Maybe make graph or ranking of technologies versus cost

6 Other Ways to Extend Badge Touch Points Touchscreen Surveys Info Kiosks Quizzes, Games and Competitions Passport experience. For partner pavilions, etc. The above can be accomplished via: RFID. NFC. QR Code. Mag Stripe. Barcode.

7 Collecting / Mobile Text SMS Use attractive experiences to engage attendees and increase and mobile number collection compliance

8 Collection via Gesture Recognition

9 Mobile Number via Photo Opportunity

10 Mobile Number SMS via Augmented Reality

11 RTLS / Geo-Fencing Use WiFi infrastructure to track where every WiFi connected attendee is located at a preset time interval. For example, log everyone s location every 30 seconds Log to big data repository Provides super granular metrics and analytics Requires complex tech infrastructure, and robust back end data services.

12 How Does Geo-Fencing Work? RTLS works in the background, unobtrusively locating Wi-Fi enabled devices, and tracks their position in realtime, and historically over time These devices (stations) are tracked within the coverage area that is determined by a network of tracking nodes The only requirement is that the attendee s device Wi-Fi be turned on For a fully interactive experience, the event app can be running on their device

13 Geo-Fencing Benefits MORE ROBUST USER EXPERIENCE Granular back end tracking of all WiFi connected attendees Data is collected agnostically with zero impact on attendees For attendees, heat maps can display areas of density, allowing attendees to plan their on-site experience For event planners, back end analytics provides valuable data for managing the event experience in real time

14 WiFi RTLS / Geo-Fencing Apps Uses the above technology combined with a mobile app Through in-app registration, or via the badge/credential pickup process, we connect the unique ID of the attendee's mobile device with their unique attendee ID in the show registration database Allows more detailed individual and categorical metrics and analysis Allows further attendee engagement with the brand via location based activities and gamification Requires a complex tech infrastructure, mobile apps, back end data services and processing

15 User Information Collection of user information can be tailored to collect data that is important for the client s objectives Data is transmitted to a centralized database server, and is connected to the attendees master records in the database The app registration can be integrated into the event s reg and badge pickup process, so that the attendee s mobile device will become virtually connected to his attendee ID and conference credentials

16 Footsteps Map The attendee s mobile device is tracked in real-time. A glowing dot will indicate where the attendee is currently located within the floor plan of the venue If privacy is a priority, only the attendee s own device can see where they are. Other attendees will only be able to see themselves. Multi-floor and multi-building events are accommodated Tapping on a location within the floor plan will pop up information about that location Provide turn-by-turn wayfinding for easy navigation to a specific location Your geo-fencing vendor should make the mapping of the vendor

17 Navigation Map Attendee navigation is integrated into the mobile device app Attendees can see themselves on the map, and select where they would like to go The app will guide you there in real time. Just like your GPS, but indoors!

18 Push Notifications The system will send out pop-up push notifications based upon location based events If the attendee enters a geo-fenced area around a display, a push notification can be sent with media and information about the products in that display Notifications can be sent out to inform the attendees of events scheduled throughout the day Push messages can be sent out to attendees based on location within the show halls, helping to draw them into specific booths or display areas

19 WiFi Tags WiFi tags are given to the attendees, attached to their badge, etc WiFi tags are tracked by the RTLS in lieu of the mobile device The attendee cannot engage with location based activities or content push when WiFi tags are acting as a surrogate for the mobile device and it apps WiFi tags are merely a tracking mechanism But they solid and stable. They always work

20 How Do ibeacons Apps Work? ibeacons are devices that act like little data driven lighthouses, sending out bursts of information via Bluetooth LE on a preset interval: Unique beacon MAC ID, proximity distance, etc In the ibeacon world, the processing moves to the app. The app senses the beacons and takes action. Reads the distance of the mobile device from the beacon (Proximity) Most ibeacon apps only know how far they are from a specific beacon. There is no exact location tracking. Effective range is about 50 feet More complex apps can triangulate against multiple beacons for more precise location tracking App activities can be triggered by the beacon, such as content push, notifications, gamification touch points

21 The Benefits of ibeacon Powered Mobile Event Apps IBeacon activations can be very cost effective Suitable for small and large events. Infrastructure can be added as the need requires and budgets allow. Back end analytics can be added to the ibeacon experience for enhanced tracking capabilities Combine the engaging user experience of ibeacons with the robust back end analytics of RTLS/Geo-Fencing

22 RTLS / Geo-Fencing vs ibeacons With RTLS apps, most of the heavy lifting is at the server level. The app reads, sends and interprets data. All location tracking and processing is done on the back end With ibeacon Apps, much of the heavy lifting moves to the app and the mobile device RTLS activations most often require complex and expensive infrastructure deployments ibeacon activations can be done with as little as an app and some beacons RTLS can provide accurate and repeatable location positioning, wayfinding, and very detailed granular tracking ibeacon most often only provide proximity data ie. how far away the mobile device is from the beacon With ibeacons, the App needs to be running on the mobile device

23 Location Based Gamification Touchless Passport Experiences Scavenger Hunts Virtual Races Map of Mischief Footfall Games Buddy Finding Games Use WiFi RTLS, ibeacons, or a Combo of Both!

24 Content Push Sample Video

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26 Metrics & Analytics

27 Analytics RTLS/Geo-Fencing

28 Analytics RTLS/Geo-Fencing

29 Analytics RTLS/Geo-Fencing

30 Analytics RTLS/Geo-Fencing

31 Analytics Touch Points Scavenget Hunt - Visitors per Touchpoint TouchPoints Total Visitors Percentage Registration % Station % Station % Station % Station % Price Collection %

32 Analytics Touch Points (Badge Scans, Geo-Fencing Apps, ibeacon Apps)

33 Analytics Touch Points p

34 Summary Connect the attendee to the data Choose the technology to track the attendee behavior If applicable, push content to attendees Measure, measure, measure!

35 Q&A

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