Happy days . Except , now , after almost two years , face-toface events are back . Which is of course glorious news , but it presents us with something of a problem . Clients have been spoiled with data and now have a deep awareness of the value that it brings . The best of anything is almost always data-driven , but that ’ s an impossibility without a data graph that runs across an entire campaign . The conundrum isn ’ t just limited to lead generation , either ; what about behaviour at events ? How people move , what they interact with , how much time they spend doing X or Y ?
Consider quality data almost as an ouroboros , with postevent data from one event influencing pre-event data for the next , ad infinitum . It ’ s continuously feeding itself , across an entire event programme .
Here ’ s the bottom line : solving the problem of how to seamlessly track and align data acquisition from digital ( pre-event ) to physical ( live ) and back to digital ( post ) is figuratively and literally worth its weight in gold . There have been some attempts at this already , of course , such as RFID , NFC , BLE , QR and
Ouroboros
a bunch of other acronyms I ’ m not writing out longhand because I ’ ve got a tight word count . But none of them have really touched the sides and they ’ re certainly no solution for holistic end-to-end , even bolted together . It ’ s a puzzle that the brightest minds at Identity are thinking deeply about .
“ At Identity , our hybrid offering will be centred around two propositions – resilience and ROI – both of which hinge on creating experiences for audiences that incentivise digital and physical interaction . If we get this right , the virtuous circle of continuous improvement will exponentially grow . It ’ s time for us to stop guessing and start measuring ,” says Phil Maggs , innovation director , Identity .
In other words … watch this space !
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