Customer insight

Twitter Facebook Google+ LinkedIn
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
Twitter Facebook Google+ LinkedIn

Related Stories

Elsewhere on EN

EventTech 17 gears up for products, presentations and a playroom

EventTech 17 gears up for products, presentations and a playroom

EventTech 17 is set to become the UK’s largest event technology exhibition when it opens at International Confex next week.
Lion-Cachet: Event industry 'needs additional investment'

Lion-Cachet: Event industry 'needs additional investment'

Chad Lion-Cachet, chairman of investment company Clico Capital, is calling for more investment in the events industry, ahead of his UK Events Week seminar next week.
N200|GES partners with Gleanin on socially-driven event registration

N200|GES partners with Gleanin on socially-driven event registration

Event registration, lead retrieval and event intelligence firm N200|GES has announced a strategic partnership with social software company Gleanin.

CONFEX LIVE

Most read Stories

Building emerald cities

Building emerald cities

From Malaria to Blenheim, through to UBM, Jane Risby-Rose – the 20-year story of her yellow brick road industry journey.
5 top marketing tips from AEO Forums 2016

5 top marketing tips from AEO Forums 2016

Looking to the future and learning from the past at AEO Forums 2016.
2 Minutes with Sarah Mayo

2 Minutes with Sarah Mayo

Sarah Mayo, marketing director EMEA, Freeman and FreemanXP talks about her new role, playing golf with Westlife and the skills needed in our industry.

Latest News

EventTech 17 gears up for products, presentations and a playroom

EventTech 17 gears up for products, presentations and a playroom

EventTech 17 is set to become the UK’s largest event technology exhibition when it opens at International Confex next week.
Lion-Cachet: Event industry 'needs additional investment'

Lion-Cachet: Event industry 'needs additional investment'

Chad Lion-Cachet, chairman of investment company Clico Capital, is calling for more investment in the events industry, ahead of his UK Events Week seminar next week.
N200|GES partners with Gleanin on socially-driven event registration

N200|GES partners with Gleanin on socially-driven event registration

Event registration, lead retrieval and event intelligence firm N200|GES has announced a strategic partnership with social software company Gleanin.

Latest Galleries

100% Optical 2017

100% Optical 2017

More than 8,000 visitors arrived at ExCeL London on 4-6 February for the fourth edition of 100% Optical. The show featured more than 175,000 frames, catwalk performances and a comprehensive education programme.
Cumbria Flood Expo 2017

Cumbria Flood Expo 2017

The inaugural Cumbria Flood Expo, organised by flood emergency response charity CERT UK, took place on 2-3 February at Carlisle Racecourse.
Mexia Communications at 10

Mexia Communications at 10

PR and content marketing agency Mexia Communications celebrated its 10th anniversary with a Mexican Fiesta at the Royal College of Physicians on 26 January.

Latest Opinions

Good practice with data

Good practice with data

Simon Clayton, chief ideas officer at RefTech, on being open, transparent, and accurate about what you are doing with the data you handle.
Beware of the punter

Beware of the punter

Trevor Punt, managing director of TBG Group, on the rise of the stereotypical punter and the need for nerves of steel.
Peer to peer

Peer to peer

Will Broadfoot, director of Footfall Events & Marketing on unlocking exhibitor potential and improving participation.