Customer insight

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First of all, what is Acrotrend? Acrotrend is a consultancy that helps event organisers become customer focused rather than being product or services focused. We achieve this by helping them gain better insight about their attendees and exhibitors from all the data, transactions and interactions they have had with their customers through CRM systems, communities (digital channels), social media and during the event. The company started in 2007 and our main clients in the exhibition business are Reed Exhibitions, UBM Tech (now part of UBM Americas), UBM Live and IQPC. You say that you provide audience insight and analytics framework, what does this actually mean? Audience Insights and Analytics (AIA) is a framework to understand not only the traditional ways of analysing and segmenting your audience based on demographics but also the behaviors and interest levels of your audience that is engaged with you through your events or any of the digital channels including social media. It is all about deriving meaningful insights about your audience from pre-event, during the event and post event interactions so that you can deliver quality registrations to your events. The audience world is evolving faster than ever and they have so many avenues to interact with you and the communities. They are offering valuable information about the products and services they are interested in. AIA brings all of these information assets together so that every interaction you will have with your audience becomes meaningful and valuable for them. Our clients have not only seen uplift in the response to the campaigns but also more paid registrations, high quality visitors to the shows and reduction in marketing effort and spend. How does it work with your other products in the portfolio? It works quite nicely with Exhibitors Insights and Analytics, a product we have which helps to offer more value to the exhibitors. We have built an Exhibitor Value Matrix or also known as Exhibitors Loyalty Framework so that you not only get a good mix of re-bookers and new exhibitors but also spend time on leads that are more likely to close. Can you tell me about any other products you have? We also have Exhibitor Insights & Analytics (EIA) that helps the sales and commercial teams to interact with their exhibitors and accounts better. It helps them understand the performance of the events and key KPIs around space and shell products. The sales team can use this to maximise the revenue potential from each show by focusing their efforts on appropriate leads and how to work better with their pipeline stages. The Exhibitor Value Matrix in this framework has been the key differentiator for the sales team. What are your predictions for the event tech industry? Content driven marketing and communities will influence the sector a lot in the next few years. There are lots of positives around emerging markets growing so heavily and the space within the sector to grow significantly. However, the challenge to get high quality delegates for face-to-face meetings against the growing value of online publishing world will continue to grow as a threat. Events organisers will need to demonstrate incremental value to the audiences as well as exhibitors to spend their valuable time and money at the shows. This article was first published in the December issue of EN. Any comments? Email Jamie Wallis
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