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Ts2 Presentation From Google Analytics To Booth Analytics Applying Website Visitor Metrics To Booth Analytics

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    VIRTUAL PLATFORMS There’s been a push of virtual platforms and tools since mid-90s. With the increased adoption of Web 2.0 and higher bandwidths, virtual tradeshows have become more mainstream. SOCIAL NETWORKS Social Networks are driving online communities that may tend to foster virtual events TRENDS Trend take F2F events and re-use or repurpose content to the web. Satellite and videostreaming As well as primary events and concurrent regional events What experience tells us is that people are using the web to become aware, share preferences, research and obtain specs (speeds and feeds) For many purchase decisions, person to person interaction is still required.

    ATTENDEES LOOKING FOR SPECIFIC ANSWERS People are becoming better educated and are looking for specific answers to THEIR own questions People want to touch the product. See it in action. Believe it, even if it is a mock demonstration Important to know what they came to talk about and how long they spend looking at the product. Before we make a purchase decision, we still want to talk with someone. Did you do some research (fact finding) prior to event? / How long were you in the booth and what products visited? Important to measure what they want to know in order to PROGRESS them. GOOD ROI Just like visual reports. Data visualization is so much more embraced than a spreadsheet with raw records. Taking an active response asking to be followed up with? / Right type of contact… F2F VS. ONLINE/VIRTUAL EVENTS What is the attention span in Virtual event?? Duration is hard to measure? How many things do you try and get done on a group conference?

    Google Analytics are web metrics to help you learn more about where your website visitors come from and how they interact with your site. In comparison: Booth Analytics are metrics to help you better understand visitor behavior, their level of interest and how these visitors interact with your booth. When visitor behavior is married with lead qualification information and registration demographics, the picture takes on a higher value.

    Booth analytics report key elements in determining event value. Web analytics tracks a visitors’ IP addresses. Booth analytics utilizes RFID technology to track booth visitors. This approach allows us to capture visitor data in a tradeshow booth and provide richer metrics than those of Google Analytics. Let’s take a look at some of the metrics…

    Google analytics is able to track number of visits to a site per day which can be compared to number of attendees visiting a booth each day and over the course of the show.

    Graphical Representation – maps are provided to visually show what regions your visitors are coming from so you are able to better target to a specific attendee type, demographic or regional market

    Graphical Representation – maps are provided to visually show what regions your visitors are coming from so you are able to better target to a specific attendee type, demographic or regional market. Zipcodes

    Duration - When looking at time spent in a booth, you are able to provide valuable visitor interest similar to the way you can determine time spent by an individual viewing pages on your website. Google analytics shows average time spent on a site. With booth analytics we are able to provide more in-depth analysis such as what products were most visited and amount of time spent by various audience segments at your booth. By using this trackable data, you are now able to provide quantitative data about attendee behavior and make necessary adjustments to future events based on this business intelligence.

    Duration - When looking at time spent in a booth, you are able to provide valuable visitor interest similar to the way you can determine time spent by an individual viewing pages on your website. Google analytics shows average time spent on a site. With booth analytics we are able to provide more in-depth analysis such as what products were most visited and amount of time spent by various audience segments at your booth. By using this trackable data, you are now able to provide quantitative data about attendee behavior and make necessary adjustments to future events based on this business intelligence.

    Google Analytics allows you to set goals for your web pages just as you can set lead generation goals for an event. By marrying registration information, visitor data and lead data we are able to take things further and generate an event “Engagement Report” prioritized by your objectives and criteria. For example, by taking into consideration: the visitor role (who is more prone to buy?), their booth visit behavior that helps build a picture of their level of interest, along with lead qualification responses we are able to apply intelligence and generate a ranked/prioritized engagement list .

    Google Analytics allows you to set goals for your web pages just as you can set lead generation goals for an event. By marrying registration information, visitor data and lead data we are able to take things further and generate an event “Engagement Report” prioritized by your objectives and criteria. For example, by taking into consideration: the visitor role (who is more prone to buy?), their booth visit behavior that helps build a picture of their level of interest, along with lead qualification responses we are able to apply intelligence and generate a ranked/prioritized engagement list .

    Looking at opportunities at the Organizational level What products were not critical to this event? / Next year, you do not need to have these areas or can afford to have them in a scaled back fashion.

    We want to use comparable metrics and speak the same language as Google Analytics which Executives have become accustomed to obtaining. Booth Analytics helps us to better quantify results that allows for more strategic marketing investments and helps the organization more intelligently engage opportunities .

    Now I would like to introduce you to Jeff Masters, Sr. Manager of the Global Event Marketing Group for Philips Healthcare. Jeff has worked at all levels of marketing over the past 30 years. Before joining Philips, Jeff held a world-wide strategy role at IBM with a strong focus on metrics. Please join me in welcoming Jeff….

    Philips…. I would like to re-cap what Art has been discussing around the value of analytics. At Philips, we are continuously challenged to deliver quantifiable data for the events we produce. At RSNA 2007 and 2008, we engaged Alliance Tech to assist us with tracking attendance in our tradeshow booth and providing metrics to support these findings.

    For RSNA 2008, we were looking to enhance our analysis through a variety of measurable objectives. All of our objectives met or exceeded the goals set forth with the use of RFID technology and in-booth surveys provided by Exhibit Surveys. Objectives included: Increase our knowledge beyond traditional approaches / EXCEEDED Shorten sales cycles with insight on visitor proclivities / MET Measure and map individual visitors and their visits / MET Expand our insight on prospect interest in products / MET Combine RFID, Lead and Survey results for insight on patterns of behavior and message absorption / EXCEEDED Understand booth staff resource requirements / MET Make RFID analysis a foundation for event measurement / MET Provide ‘Best in Class’ Measurement for Philips stakeholders    

    What did we end up with? Active swipes from 43% of attendees Avg. number of unique visits to booth – 1.3 times 23% of guests re-visited with facility colleague to evaluate the same product Guests represented more than 4,700 facilities worldwide We learned that high purchase intent was validated with RFID Product interest and validation of increased product knowledge was a result of the visit

    This data enables the event owner to talk with executive mgmt about the comparative value of the various areas within the booth. Data was validated with surveys and RFID

    This tells a lot about booth behavior. As you can see, most of the visitors came to the booth on the 2 nd day therefore, you should staff the booth most heavily on that day.

    Flow chart of data collection for Philips

    Various views available to showcase data

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    Ts2 Presentation From Google Analytics To Booth Analytics Applying Website Visitor Metrics To Booth Analytics - Presentation Transcript

    1. From Google Analytics to Booth Analytics: Applying website visitor metrics to booth analytics Art Borrego CEO Alliance Tech, Inc. Jeffrey Masters Sr. Manager; Global Event Marketing Group Healthcare Headquarters Philips Healthcare
    2. Events Going Virtual
        • Virtual platforms
        • Social networks driving online communities
        • Trends
    3. Face to Face Meetings
        • Attendees looking for specific answers
        • Good ROI
        • How do these compare with online?
        • Web metrics to help you learn more about where your website visitors come from and how they interact with your site
      What is Google Analytics?
    5. How Does it Apply to Events
    6. Number of Visitors
    7. Number of Visitors Exhibitor ABC 1,117 Total Leads 6,702 Total Visitors
    8. Geographic Representation
    9. Geographic Representation 4786 228 286 592
    10. Duration
    11. Duration
    12. Opportunity
    13. Opportunity
    14. Seeing the Opportunity * Institutions, persons and screen shot is made to illustrate point…does not reflect any real data set.
    15. Why is this important?
        • Comparable metrics as web metrics
        • Booth Analytics help us better quantify booth
        • performance
        • Helps the organization more intelligently engage
        • opportunities
        • Scalable: 10x10 with 1 pod to a large booth
        • Any exhibitor must have this info. to complete their
        • overall event portfolio
    16. Jeffrey Masters Sr. Manager; Global Event Marketing Group Healthcare Headquarters Philips Healthcare
        • Measurement drives:
          • Spend, strategy & tactics
          • Portfolio management
          • Executive engagement
          • and support
          • Communication insights
          • “ Events” share of voice at the Marketing table
      Importance of Measurement at Philips
      • 80’ X 400’ = 32,000 sf
      • Multi-Million $$$ Spend
      • 1000 Philips staff
      • 26,000 Radiology Professionals –RFID tagged
      • 1:25 expense to opportunity revenue objective
      • 2% investment in Measurement
      Philips – RSNA 2008
        • Measurable Objectives / 2008 Result
        • Increase our knowledge beyond traditional approaches / EXCEEDED
        • Shorten sales cycles with insight on visitor proclivities / MET
        • Measure and map individual visitors and their visits / MET
        • Expand our insight on prospect interest in products / MET
        • Combine RFID, Lead and Survey results for insight on patterns of behavior and message absorption / EXCEEDED
        • Understand booth staff resource requirements / MET
        • Make RFID analysis a foundation for event measurement / MET
        • Provide ‘Best in Class’ Measurement for Philips stakeholders / EXCEEDED
      Measurement Objectives for Philips RSNA 2008
      • What we captured from RFID:
      • About 92,000 Excel rows of data sets from visitor RFID pings on a live network.
      • What we measured easily with RFID:
      • 9845 Unique ID Prof. Opt-in Visitors to our exhibit…by day…by hour…by product
        • Active swipe response from 4250 / 9845 = 43%
        • Average number of visits to exhibit by Unique = 1.3 times
        • Average guest spent 32 minutes in exhibit
        • 23% of guests re-visited with facility colleague to evaluate same product
        • Guests represent more than 4700 facilities worldwide.
      • What we learned when we added RFID and a Survey Interview:
      • Match checked behavior to survey
        • 52% High Philips Purchase Intent on validated RFID pings/length of stay (duration)
        • $3.53 Billion in market capacity extrapolated among attendees spend across total facilities attending RSNA( facility count in registration database)
        • Product interest and validation of increased product knowledge as result of visit
      Results Related to Overall Objectives
    21. ©2009 EXHIBIT SURVEYS, INC. General X-Ray 24% visited 15.2 mins each Ultrasound 14% visited 17.4 mins each Nuclear Medicine 14% visited 15.7 mins each HI 8% visited 27.4 mins each CT 22% visited 17.0 mins each MR 19% visited 18.2 mins each Interventional Radiology 4% visited 11.6 mins each Effective 4% visited 2.4 mins each Efficiency 1% visited 4.3 mins each Future 1% visited 4.5 mins each Total Average Booth Duration = 32 minutes* Average Number of Visits = 1.3* * Based on total RFID database Research 3% visited 9.5 mins each Specific Areas of Exhibit Visited and Time Spent Based on RFID data for the survey respondents
    22. ©2009 EXHIBIT SURVEYS, INC.
        • * Number of visitors scanned in the Philips Healthcare exhibit. The total estimate for number of visitors is 10,815 (includes those attendees who chose not to be tagged with RFID badges).
      Total Booth Traffic Based on RFID database of all Phillips’ visitors
      • RFID alone is robust for measurement of visitor path & behavior and enabling better exhibit design and staffing.
      • RFID combined with lead system data, booth visitor survey with an RFID validation, and standard post event survey delivers powerful results for measuring reach, purchase intent and important lessons learned for products, placement and right-sized staffing….and staff selection and training.
      • Extending the tools with a customized dashboard to suit your objectives allows you to deliver data ‘on demand’ to your internal clients…..’Where amazing happens’…. with apologies to the NBA.
      Key Findings
    24. ©2009 EXHIBIT SURVEYS, INC.
        • A net total of 96% of all Philips visitors indicated they became somewhat or much more familiar with one or more of Philips’ products/solutions as a result of visiting the exhibit.
      Increase in Familiarity with Philips’ Products/Solutions To what extent did your familiarity with each of the following Philips products/solutions change as a result of visiting Philips Healthcare exhibit?
    25. Technology Integration for Philips at RSNA 2009 Show Registration Data Set RFID Data Collection Swipe Collection System 60 Day Post Event Show Attendee Survey Philips CRM Booth Visitor RFID validated Exit Survey Philips Global Event Management Tool/ Repository Philips Event Measurement Dashboard Event Reports
    26. Dashboards
      • Early View for RSNA 2009
      • Senior Executive Interest in “Measurement”
        • Dashboard Live…to in booth VP office
        • Focus on strategic antenna placement – closer range
        • Staff behavior monitoring / time study
      • Careful planning for survey questions with reports in mind.
      • Strategic post event internal uses for data.
        • Strategic Sales team
      • Possible active RFID stations where attendee must actively respond with badge in close proximity to visible antenna for ping to occur.
      Future Goals & Objectives
    28.  
    29. Thank You!! Art Borrego Alliance Tech, Inc. [email_address] Jeff Masters Philips Healthcare [email_address]
    SlideShare Zeitgeist 2009

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