If data is the new oil, then WisePass is the refinery — Series Article 3 Data Collection Part 2
In the second part of this article on Data Collection, we will focus on how to collect data, especially through APIs
In the previous article, our focus was to discuss on how data collection shall serve a clear purpose. When the purpose is clear, the second step is to ensure the way data is collected enables brands to make strategic decisions on the long run
At WisePass, what we do is to collect within a single framework information from multiple sources for brands to monitor the performance of their branding activities. One of the example we can pick is the company Eventbrite.
What is Eventbrite?
First let’s quickly talk about Eventbrite, it’s a platform where you can create events and make people register for free or not. The platform is global and is from the US with some really useful APIs.
Whenever you create an event, it will be distributed on the Eventbrite app and the network so people can quickly register for the event. Since they also have an API with Facebook, you can create the event and also pass it to your Facebook Page to reach more people to register.
Eventually, Eventbrite also has an API where you can connect the list of people with their emails and names to MailChimp so you can use it send newsletter later.
To sum it up, Eventbrite is a well designed event platform you can use to create events all around the world.
How does Eventbrite connect to WisePass?
What WisePass is doing with Eventbrite is simple, it’s taking a look at the amount of registrations of each event by location and date through an API. Based on that, you can see the level of interest of the market and look at the cost per registration as some budget can be spent to boost on Facebook or LinkedIn.
What really matters after that is the actual amount of people attending the event and how many times they’ve interacted with the brand through the WisePass app.
That additional proprietary data enables the brand to segment on the new and repeat consumers and derive a brand engagement level for each user. Indeed, brands will usually create several events for activation purposes. What’s necessary to look at though is how truly engaged people are on the long run. That’s what WisePass provides through Eventbrite and its app.
Why does Eventbrite makes sense for WisePass?
Thanks to Eventbrite, WisePass can easily create events, pull reports from each event in a scalable way as Eventbrite is a global platform. For WisePass, that means that many events can be created on its platform across multiple markets without the need to change to another service provider.
In other words, WisePass can create 1 or 100 events a month, it’s still going to work and enable to do the same thing for brands, which is to process the data collected and calculate the brand engagement level from the market.
Based on the engagement level of the users, brands can decide to reward those users with a special prize. That’s what we call reward automation. This can be done at a city level to regional level.
What’s the difference between before using WisePass and after using WisePass?
Before using WisePass, brands would face the following issues :
- No or little tracking from consumers who attended the event
- Inability to measure consumer engagement level
- No Cost effectiveness for each event clearly measured
- No system or database to drive registrations up in a scalable way
- Random rewards for attendees with no clear metrics
After using WisePass, brands are able to tackle these issues:
- Ability to track new consumers and repeat consumers over time
- Ability to gauge the level of each consumer at scale
- Ability to monitor the cost effectiveness by registrations or consumers
- Ability to rely on a growing database to create activation campaigns
- Ability to reward relevant consumers for a set of specific attendance