From the 2017 HPCC Systems Community Day: Reed Exhibitions is the world’s leading events business, enhancing the power of face to face through data and digital tools at over 500 events a year, in more than 30 countries, attracting more than 7m participants. The Reed Exhibitions US division is among the early adopters of HPCC Systems, leveraging the platform to analyze data coming from a wide variety of sources in order to glean insights, delivering greater value and high customer satisfaction to event visitors and exhibitors. Fast forward to today, the HPCC Systems platform has helped what the team calls a “mass intimacy” way of working, creating a 360-degree understanding of its customers and further using HPCC Systems to power dashboard reporting. In this session, Adam will share their successes in improving customer interaction and the new visualization features ahead. Tyler Wilson Database Marketing Analyst, Reed Exhibitions US Tyler Wilson is a Database Analyst on the Data & Analytics team at Reed Exhibitions. He started at Reed Exhibitions in 2015 after finishing his first degree at Marist College. He is currently enrolled in a Master’s program for Cybersecurity at Sacred Heart University in Fairfield, Connecticut. Most recently at RX, Tyler has been the guy “under the hood” of the HPCC System, migrating and collecting outside data sources onto the platform. This is paving the way for more advanced analytic capabilities that will help add value to the various teams at RX. When Tyler isn’t crunching data, you can find him on the motocross track. He races every weekend in the Metropolitan Sports Committee, an organization that hosts races all across the Hudson Valley in New York.

1. October 4,
2017
Reed Exhibitions North America
Fast Business Intelligence in the Cloud
The Rx for Improved Event Analytics – Driving Increased Sales,
Customer Satisfaction, and Retention Through Customer Data
Analytics

2. Who is Reed Exhibitions?
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Aside from hearing about us in Corporate Communications emails, you might know
us more by the events we host. Here’s a look at the RXNA calendar of events – over
50 events (and growing!)
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3. So … why are we standing up here … again?
Last year we told you our story on how we piloted HPCC
Systems and more widely introduced data to RX through
dashboard reporting …
… since then, demand for more data have multiplied well
beyond our imagination ….
... so we’ve added more functionality for better access …
…. and that’s helping us move from a organization where data is
nice-to-have to an organization where data is need-to-have …
…. all this driven by the customer.
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4. How did we get here?
• What did it take to build the system?
• There are two key elements in succeeding with this system:
• “Don’t touch the code until you’ve taken the ECL courses!”
-Richard Taylor
• “It is a published ROXIE Query!”
-Richard Taylor
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5. New in 2017: Product Case Studies
Capturing sales leads is
the primary reason
exhibitors buy space at our
events; our mobile apps
easily allow them to do
this.
Because RX also captures
this data and we started
sharing it more broadly
with our sales people.
It sparked a wonderful
idea: Product Case Studies!
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6. New in 2017: Attrition Modeling
2017 marked the first full year in our predictive analytics effort to identify and retain
exhibiting customers. Using data we’ve been collecting in HPCC Systems, we developed
a list of at-risk customers for each event. These events then developed plans to
mitigate the risk … with amazing results!
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7. New in 2017
Last year we showed you how our
salespeople could access dashboards
with vital customer data on their
event experience through a intranet
portal.
Since then we’ve integrated these
dashboards directly into our CRM
allowing our sales staff even faster
access. And, in staying within the
CRM system, we hope to increase
adoption rates.
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8. What does the Future Hold?
While dashboard reporting may seem a bit mundane, a key takeaway, from our
experience, is these reports have been the gateway to greater organizational
engagement with data.
• NLP and sentiment analysis of social media data
for New York ComicCon
• Matchmaking report to generate
recommendations for attendees at the show
• Traffic flow patterns using lead scan, wi-fi and/or
mobile data
• At-risk modeling for visiting customer population
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9. (Ensuing slides in case live demo does not work)
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