Ashfield Meetings & Events have been identifying and evaluating technology that will be critical to support gathering data, insights and understanding to enhance the effectiveness of the events we deliver. We already have a preferred technology partnership with SpotMe and have worked alongside them to provide key insights on how better business intelligence and more sophisticated ways to leverage live event navigation data can enrich future event strategies and deepen engagement.
This relationship originated when we were tasked by a client to perform a market review of mobile app technology vendors and facilitate a pitch process. SpotMe subsequently won the business for a pilot event however it was quickly recognised by our client how impactful the technology could be and the added value it would bring. We were tasked with ensuring the solution was scalable, the end objective being a widespread adoption of mobile app technology across our client’s meetings portfolio. The task was the grounding for what has become a unique partnership. A collaborative approach whereby we share a development roadmap and have a continual model for reviewing, refining and developing functionality to find the best solutions for our clients.
SpotMe sit on Ashfield’s future technologies advisory board and our internal content team share regular insights from the 2,000+ events we manage to ensure product development is aligned with customer requirements and factors in our approach to personalising audience learning preferences and gathering metrics. We also involve a number of our millennial employees in this feedback process to ensure that digital natives are helping to shape the user experience.
The recent release of SpotMe’s navigation behaviour analytics suite – the only mobile event platform to give data analytics on the participant event journey – came about as a direct result of our collaborative research and development. This aggregated component will provide event organisers with the proper logic and intelligence to create and customise strategic events quickly and efficiently. Clients will be given the tools to truly interpret the investment made in an event and create successful strategies by optimising content. This solution, combined with an all-in-one robust analytics suite, will change the way meeting success is quantified, helping organisations understand the most navigated app paths, identify bottlenecks and drop-off points for better access to key messages and apply logical feature combinations for efficient content delivery. This data will give event organisers advanced profiling and monitoring capabilities to improve the mobile app experience.
“We wanted to go beyond the vanity metrics and avoid the inevitable data smörgåsbord” says Pierre Metrailler (CEO, SpotMe). “An event is an experience, a journey and a story. Our engagement platform, augmented by our unique behavioural analytics capabilities, will now be propelling a genuine event dramaturgy with actionable insights.”
With 16 years’ experience in the event technology space, SpotMe understand the challenges organisers face when trying to find the right data and properly applying business intelligence to optimise their event and app design.
We are piloting the resulting behavioural navigation functionality with SpotMe across a number of events in January and believe it will be a step change in using analytics to create more effective marketing communication activity for our clients.