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Execution
Understanding that one of the clients objectives was to monitor engagement , we brought our data analytical tool ‘ Realise ’ along to the event . This uses heat mapping , audience listening and emotion detecting to provide genuine ROI for events . We ran the heat mapping section on this stand , which provided valuable insight against the objectives – how long people spent on the stand , where people went on the stand , how many engaged viewers there were , how many returning viewers there were and also what times in the day provided the highest amount of interest .
Outcomes
Production is only part of an agencies role . Working with clients on repeat events , such as The Festival of Speed , means that we have to bring insight and
“ IF YOU NEED A COMPANY THAT CAN MAKE AN IMPRESSION , COLLABORATE IS THE ONE ” – ARIANE , PARTNERSHIPS MANAGER AT GOODWOOD strategy into the build process .
Using Realise , and other data analytic tools , means that we can approach 2022 and beyond with real data from real users and therefore provide a better experience for the audience next time .
As we move back into live events one of the biggest challenges brands may face is providing ROI to their finance team . We wanted to carry on the same way of measuring metrics that people have become so used to in the last 18 months , but merge them with live events .