This document discusses how to leverage data from event mobile apps and technologies like beacons and NFC to drive event marketing decisions. It explains how collecting online and offline data through these technologies can help increase targeted conversions, educate attendees more effectively, and create more engaging communities. Specific metrics that can be measured include session attendance, interactions with partners, social media engagement, and tracking of an attendee's journey to identify influencers.

1. How to Leverage Data to Drive
Event Marketing Decisions
BRIAN FRIEDMAN, CEO OF LOOPD

2. @Kissmetrics
#KissWebinar
@thuelmadsen

3. Design driven product leader socializing technology
through wearables and analytics.
BRIAN FRIEDMAN
CEO, Loopd
@BFried9131

4. @loopd
#KissWebinar
@BFried9131

5. 1 Collecting Online and Offline Data
2 Increase Targeted Conversions
3 Educate Attendees Effectively
TABLE OF CONTENTS
Create Engaging Communities4

6. WATCH WEBINAR RECORDING NOW

7. PAM MOORE
Marketing Nutz
“ It’s easy to fall back on the same type
of event over and over again.
Stepping out of your box will help you
inspire and connect with your existing
audience in a new and refreshing way.

8. EVENT MOBILE APPS
Understand your online metrics from app usage. Effectively plan,
execute, and monetize your event.

9. TECHNICAL APP ANALYTICS
Collect activity data to determine if your app is being used. Measure
clicks, views, and downloads.

10. BEHAVIORAL APP ANALYTICS
Reveal how your attendees are engaging, reacting and influencing with
your event. Gather likes, responses, and rankings.

11. NFC VS BEACON

12. NFC
Capture offline metrics with NFC. This includes materials collected,
contests entered, and rooms visited.

13. MEASURE TRAFFIC
Bonnaroo used NFC wristbands to gather metrics
on visits, dwell time, and attendee flow.

14. MONITOR COLLATERAL
EMC World used NFC badges to analyze marketing materials
and gifts that were collected by attendees.

15. BEACONS
Converge online and offline metrics with beacons. This includes
sessions attended, partners visited, and social interactions.

16. TEST MESSAGING
SXSW used beacons to provide a custom experience for each
attendee. Uncover your most engaging campaigns.

17. REVEAL POPULARITY
Box used beacons to understand which sessions, partners, and
products were the most popular.

18. LEAD INTELLIGENCE
Identify influencers by capturing their event journey. Show their
engagement and activity with sessions, partners, and products.

19. ATTENDEE JOURNEY
Find out what and who your attendees are interested in. Increase the
motivation and quality of your influencers.

20. MARKETING AUTOMATION
Launch targeted campaigns for your attendees after the event by
understanding their online and offline interactions.
Image from HubSpots Inbound Framework

21. DANIEL IVES
FBR Capital Markets
“ Dreamforce is the only time the Street
gets to interact with vendors and
partners, and get insights, positive or
negative, into spending trends and
product absorption.

22. CUSTOMER RETENTION
Recognize your customer engagement levels at the event.
Build brand loyalty and stronger connections with your clients.

23. LEVERAGE SOCIAL MEDIA
Use Twitter, Facebook, and LinkedIn to promote and analyze your
brand performance before, during, and after your event.

24. CONTENT CURATION
Select the right speakers, partners, and products for your next event.
Collect stats on survey results, social media, and industry trends.

25. IDENTIFY ENGAGEMENT
Measure the popularity of your sessions, partners, and products for
your influencers that were in attendance.

26. SUPPORTING MEDIA
Provide your attendees with relevant information before, during, and
after the event. Encourage them to learn and share with their network.

27. MESSAGE OPTIMIZATION
Promote engaging messages. Send personalized and targeted call to
actions to increase discussions and interactions with your attendees.

28. PERSONALIZATION
Relate with your attendee’s profile. Use alerts and announcements to
provide them with relevant and valuable information.

29. GAMIFICATION
IBM encouraged online and offline connections by creating games for
attendees that promoted team participation.

30. LISTEN TO YOUR AUDIENCE
XOXO used Slack to create and organize channels for discussions
between attendees. Follow insights about the popularity of topics.

31. TWEET OF THE DAY
Remove your #event black box.
Understand the real attendee journey
with #beacons and #analytics.
Increase your number of influencers
and conversions.
@Kissmetrics @BFried9131 #KissWebinar #GetLoopd

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33. BRIAN FRIEDMAN
CEO, Loopd
@bfried9131
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Questions?