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The AVMA makes it a goal to increase membership value by educating and informing attendees every year at their annual convention. In order to deliver on this promise, AVMA needed a more enriching show environment. With the help of GES’ ethnoMetrics video analysis the show organizers were able to assess the effectiveness of show floor traffic patterns, maximize daily show performance and enhance the overall exhibitor experience. The resulting analysis proved to be invaluable to AVMA’s continuous improvement goals and made an immediate impact on attendee engagement.