Face to face - data capture solutions
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Head of Events, Phil Ross shares news and insights on the latest event tools available.
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Face to face - data capture solutions
- 1. EXHIBITOR DATA COLLECTION NEW FOR 2015 A single joined up solution that links individual visitor registrations (280,000) to the needs of exhibitors 85 HEPs using the service
- 2. EXHIBITOR DATA COLLECTION BENEFITS OF A VALUE ADDED SERVICE • A simple solution that enables exhibitors to collect data • Time saving, leading to better IAG discussion on stands • Visitors will not have to repeatedly enter their details on IPADS / sticky labels • HEPs become the DATA CONTROLLER, i.e. it is your data to use • Enables direct communication post events with pre-applicants • Prevents the need to purchase, transport, charge, ensure security of IPADS
- 3. EXHIBITOR DATA COLLECTION PROCESS 1. INDIVIDUAL REGISTERS 2. INDIVIDUAL ATTENDS EVENT 3. INDIVIDUAL VISITS STAND & SCANS BARCODE 4. INDIVIDUAL DETAILS SUPPLIED WITHIN SET PERIOD • Answers subject preference questions • Opts into service • Scanned at entrance & record appended • Information captured through scanner. • Information uploaded to system • Data cleansed • PAF (address) checked • Uploaded for secure download
- 4. EXHIBITOR DATA COLLECTION DATA CAPTURE FIELDS • By handing their ticket to the exhibitor, the student is providing consent for their data transfer • Name • Email Address • Date of Birth • Mailing address • School • Subject Preferences (currently studying x 3 subjects) • Current year of Study • Subject Choices for HE study x 3 subjects • Communication preferences (email, post, SMS) • All Data on individual student record is supplied • SLA of 3 working days to return data
- 5. FEEDBACK An Exhibitor: "The scanners have been really easy to use. Students have been happy with the speed of providing their details and this has allowed us as advisers to spend more time discussing options with the student.“ A student: “More Universities scanning tickets” An Exhibitor: I am delighted to say that the data quality has been exceptional and the turnaround time has been more than acceptable given the quantity of data UCAS are dealing with. A Student: “Make it easier to have the bar codes scanned at all the stations. A lot of the ones I was interested in didn't seem to offer the service”
- 6. ENHANCED DATA ANALYSIS UNDERSTAND YOUR AUDIENCE THROUGH BESPOKE ANALYSIS • Over and above the data collection, UCAS Media can provide enhanced data analysis • Who visited your stand that also visited your competitors? • Regional / Subject / Gender based analysis. • Who visited your stand that then went on to make an application? • Open Days
Editor's Notes
- At the start of the year we implemented an individual registration system for each of the events within the network. Once we had a system in place to capture the details of each of the visitors, the natural next step, was to make that data available to be collected by exhibitors. This is done through bar code technology. We believe that by providing a single joined-up solution that links visitor registrations directly to the needs of exhibitors through a service that is available to all exhibitors, has provided a significant development to the network of events, benefiting both visitors and exhibitors To date 85 HEPs are using the service.
- The benefits associated with the barcode scanning of each individual student from your stand are obvious, but for the purposes of highlighting they are listed below. You will receive the full data set associated with each of the visitors you scan from your stand. Scanning a barcode will take a split-second, (as per the registration process, and the barcode on your badges that was scanned this morning prior at registration for the conference) and so will leave you time to talk to visitors about your courses and opportunities within your institution. Visitors will not have to repeatedly complete their own personal details at each stand on an IPAD, sticky label etc, and therefore will have more time to communicate with reps. Upon receipt of the event data file, you will be able to communicate directly with visitors about open days, course details, accommodation, fees etc, etc. Upon receipt of the file the nominated person will become the "Data Controller“ ie, its your data to use to best suit your HEP. The provision of scanners at each event onsite saves you having to transport or secure equipment like ipads (unless of course you would like to) for data collection purposes, reducing security risks, issues around charging and securing them.
- Individual registers: Questions are compulsory, providing the relevant personal information per visitor Individual attends the event: Scanned at entrance, event profiling, manage capacities, analysis of attendance by school. To date, an average of 90 – 95% of all attendees have arrived with tickets ready to be scanned. Onsite – Individual visits stand Once booked, at the start of each and every event, exhibitors will be able to collect a scanner from a member of the UCAS Events team (onsite). Visitors will arrive onsite at the event, each with their barcoded ticket and will be scanned by the organisers on entry to the event – the barcode technology works just as well on mobiles, and we will be trialing an e-ticket event, where we promote the use of barcodes on mobiles rather than tickets. Exhibitors will engage in conversation with visitors and will be able to scan the barcodes of those visitors they talk to on the stand. Information will be clearly communicated to each visitor in advance of the event, and will be clearly stated on their ticket that by allowing exhibitors to scan their ticket the visitor is providing authorization for their personal details to be transferred to the exhibitor by UCAS Media. The point of consent, to transfer the data, is given at the point of scanning At the close of the event, return your scanner to the UCAS Events team member. The data stored on the scanners will be downloaded by the UCAS Events team member and you will be free to travel onto the next event. It is important to note that the information scanned and stored by the scanners throughout the event, will only be the barcode number. There will be no personal data held on any of the scanners at any time, and therefore there is NO risk associated with the loss of any personal data. Individual details supplied within 3 working days Your collected barcode data file will be emailed back to UCAS, where it will be cross matched against the visitor database. You will receive a secure file (in XLS format) containing the details provided by each of the students or visitors scanned at your stand. As part of the barcode cross matching process, UCAS Media will ensure that the data has been cleansed and PAF Checked (postcode verified) prior to sending.
- As part of the individual registration, students are asked questions about their current and future HE subject choices. The full data set that is stored against each student will be sent to the HEP, The data fields that will be available to you are : Name Email Address Date of Birth Mailing address School Subject Preferences (currently studying x 3 subjects) Current year of Study Subject Choices for HE study x 3 subjects Communication preferences (email, post, SMS) All data is supplied with an SLA of 3 working days post event – typically this has been within 2 days DATA SCAN OPTION 1: Attending 21 - 50 Events £3,750.00 + VAT DATA SCAN OPTION 2: Attending 6 - 20 Events £3,250.00 + VAT DATA SCAN OPTION 3: Attending 1 - 5 Events £2,250.00 + VAT
- Quote 1: Salford Quote 2: De montford
- What is really exciting for me is the opportunity going forward once we have a years worth of data under our belts is, to track the longevity of data: Who visited your stand, that also visited a competitor HEP? Alternatively, who are your direct competitors by subject level – whilst we couldn’t give you specific names, regional / gender / subject based analysis against your competitors, to enable better profiling and benchmarking of your pre-applicant contacts against your competitors Who did you see at an event, that then attended an open day and then went on to make an application? Who did you see at an event that then was made an offer/ accepted / confirmed. Using some of the services that Mark has talked about earlier, the events data set has the potential to offer a really strong ROI against this activity. We are currently working and looking at the back end functionality, and we see this going forward as a bespoke reporting basis, ie tell us what you want to know. And we will interrogate the database and build bespoke reporting. Take this simple concept of registration / attendance tracking and then apply it your open days ! – we are currently running a trial event with an HEP, and another HEP is using the hardware (the scanners) within their own CRM system outputs to track open days attendance. This system can be white labelled to meet your brand requirements, to support your open days, and I’d be happy to talk to any providers about the specific requirements.