Originally published at AW360 by Mike Havard.
There’s no denying the popularity of experiential marketing, with brands increasingly allocating budget to activating at live sports events, festivals, shopping malls and various other public spaces. Immersing themselves in these environments enables brands to build human connections with consumers, in ways simply not possible through other marketing channels.
Yet many brands and agencies are still relying on archaic methods such as manual clickers to prove the success of their live experiences.
Fortunately, spatial analytics technology can now deliver a richer insight into visitor engagement.
Here’s four reasons you should consider measuring visitor behaviour at your live events and experiences.
Demonstrate value and ROI
Impressions or eyeballs are not a true definition of experiential success. Using time and proximity, spatial analytics technology can add depth to any experience’s measurement strategy.
With instant access to accurate, reliable, granular data for decision-making, brands and agencies alike can justify spend and act on validated insight:
- What percentage of passers-by stopped and engaged with the activation?
- How long did they spend with the brand?
- How many times did they return?
- When were the peak hours?
- Which zone held the greatest appeal?
- How many people seen at the activation showed up at the retail store?
- How long did it take them to visit?
Enable comparisons over time
Engagement metrics help brands understand how much of an impact their presence is having on their ability to attract and convert potential customers.
Comparing performance across different sites, experiences and locations can help with event scheduling and budget allocation, whilst providing benchmarks for different environments.
Optimization of experiences
Spatial analytics delivers deep insight into how visitors are behaving, enabling the optimization of live experiences. Through data and insight, experiential marketers can now adjust their space, staffing and schedule to encourage better results.
Discreet, easy to deploy footfall sensors can be used to remove human bias and inconsistencies around performance reporting. Measuring live experiences and spaces in this way provides a simple, coherent indication of effectiveness, conversion rates and engagement patterns.
If you’d like to learn more about spatial analytics, Jake Pryszlak, Meshh’s Research & Insight Manager will be hosting a panel session at Advertising Week New York with clients Justin Logerfo, Director of Analytics & Data Science at Momentum Worldwide and Nielsen’s VP of Entertainment Research, Kathy Lubner.
The workshop will deliver insight into how Nielsen and Momentum are using spatial analytics for real-world brand initiatives and how the data is translated into actionable insights.
You can buy a pass and find out more about the session at Advertising Week New York.
Or if you’d like to explore measuring your own live experiences, just get in touch and we can arrange a time to demo the technology.