The Need to Measure Event Attendee Behavior
Many corporate giants have reaped major rewards by analyzing attendee behavior and formulating subsequent marketing strategies based on that data. These companies realized that the key to enhancing sales and generating revenue is a better understanding of consumer interests and preferences.
Attendance tracking during an event is not enough through, as it doesn’t measure attendee behavior. The demand for lead generating applications is growing due to the effectiveness of such a measurement system. However, it can be difficult to find just one concrete solution for retrieving usable data from organized events such as conferences and tradeshows. A realistic data collection approach along with advanced technology can provide the right kind of data solutions.
Focus on Attendee Behavior Measurement
The attendance tracking and measurement tools should be able to evaluate the needs, interests and preferences of the attendees. These are essential factors to achieve the business objectives, which also include acquiring qualified leads, increase in market share, etc. The core objective of businesses is to simply focus on gaining better insight into the success of the event through smarter attendee tracking and behavior measurement.
Approaches to Attendee Behavior Analysis
There can be many approaches to analyze attendee behavior. Two of the most prominent approaches are:
1. Strategic placement of cameras throughout the event venue
2. Taking notes on attendee behavior.
This method may seem effective, but can be quite costly and the data gathered is not easy for detailed analysis.
This approach does not allow an enterprise to analyze the interests and preferences of a specific demographic such as executive-level professionals. Another approach to behavior analysis involves the use of radio frequency identification (RFID) systems. This technology was developed during the second World War and since then, it has been implemented for various uses including tracking motorists’ toll cards and fashion shipments.
RFID has proven to be the smarter attendee tracking and measurement system for events. An RFID tag is attached to an attendee’s bag, badge, or wristband so that it can transmit signals to antennas and the readers set up at various designated points at the event venue. This allows effective measurement of attendee behavior as it is fully automated.
RFID based behavior measurement systems generate reports on traffic patterns, session attendance and other monitored behaviors in real-time. This helps the event managers to get a better insight into the attendees’ interests and more importantly, how to use it for accomplishing business objectives.