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Bowell spoke about how he has been working with organisers to create practical solutions .
He said : ““ For us , data insights on-site can help drive proof of key locations at each event . If you were looking for tiered pricing , when it comes to exhibitor stands , you have a data set that could showcase the potential ROI of each location . The data could also potentially prove movement to dwell time on stands and compare dwell times across each location at the event .”
When changing the approach this way , there are bound to be
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difficulties with both implementation and ownership , few event teams have a dedicated data officer after all . Fagan says that producers often take the reins on simple data points , including sentiment reports for stands . However this becomes |
“ I think , over the next 12 to 18 months as AI and generative AI becomes more potent , we ' re going to be able to do a whole lot more personalised event experiences .”
- Rob Prevett
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difficult when scale and insights are needed .
Fagan said : “ It ’ s trickier when you get 5,000 people in the room and you want to know specifically , what messages are they reacting to and you ’ ve got to do the opinion side of it .
“ We can collate the facts , we have how they ’ ve reacted to something as a data point . What happens then is that we still have got to have someone take a learning from this and say ‘ this is what we should take from that ’. So , it depends on the complexity of the audience and the outcomes desired as to where it sits in a team .”
What ’ s next Technology and data are ever-evolving topics , what is cutting-edge today might be obsolete tomorrow , so , what should you be looking out for on the horizon for onsite data ? For Prevett , the emergence of AI is the key to being more informed at events , but preparation is needed in order for the industry to be prepared for this new wave of technology . He said : “ I think , over the next 12 to 18 months as AI and generative AI becomes more potent , we ’ re going to be able to do a whole lot more personalised event experiences . But unless you ’ ve got that data in the first
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