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

Entry is open for EN30/30 2017!

Nominations for this year’s EN Thirty Under 30 are now open, as EN looks to recognise the most talented individuals involved in the exhibition industry aged under 30.

Quick interview: EN talks to Black Hat

EN sits down with Steve Wylie, general manager of UBM’s Black Hat events, to chat about the Black Hat Academic Scholarship Programme.

Elsewhere on EN

Joe Manby reappointed by Ocean Media

Joe Manby reappointed by Ocean Media

Joe Manby Limited is celebrating its reappointment by Ocean Media Group to provide event services for the Chartered Institute of Housing (CIH) annual exhibition and conference in 2017 and 2018.
Excursions appoints LiveBuzz

Excursions appoints LiveBuzz

Group travel exhibition Excursions has announced the appointment of LiveBuzz to provide a new website, registration and exhibitor hub.
Private Healthcare Show launched in joint venture

Private Healthcare Show launched in joint venture

Two major events targeting the private healthcare market have been launched in the UK and Middle East in a joint venture between Turret Media and Pri-Med Global.

EN Awards Highlights

silverstream.tv

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.
Come to Confex and be inspired

Come to Confex and be inspired

The exhibition and events industry is all about the power of face-to-face, the art of exhibiting and networking with old friends and new, which is why EN would like to personally invite you to attend International Confex to learn more.
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.

Latest News

Joe Manby reappointed by Ocean Media

Joe Manby reappointed by Ocean Media

Joe Manby Limited is celebrating its reappointment by Ocean Media Group to provide event services for the Chartered Institute of Housing (CIH) annual exhibition and conference in 2017 and 2018.
Excursions appoints LiveBuzz

Excursions appoints LiveBuzz

Group travel exhibition Excursions has announced the appointment of LiveBuzz to provide a new website, registration and exhibitor hub.
Private Healthcare Show launched in joint venture

Private Healthcare Show launched in joint venture

Two major events targeting the private healthcare market have been launched in the UK and Middle East in a joint venture between Turret Media and Pri-Med Global.

Latest Galleries

drp's Interactive Expo

drp's Interactive Expo

drp worked with The British Army in Education to produce an interactive exhibition stand at the national Big Bang UK Young Scientists & Engineers Fair on 15-18 March 2017 at the NEC.
Grand Designs Live 2017

Grand Designs Live 2017

The 13th edition of Media 10’s Grand Designs Live returned to ExCeL London from 29 April to 7 May, featuring more than 500 exhibitors across six key sections. Grand Designs star Kevin McCloud one again hosted the nine-day exhibition.
Insomnia60

Insomnia60

Over 50,000 video game fans from across the country descended on Birmingham’s NEC on 14-17 April for Insomnia60, the UK’s largest gaming festival.

Latest Opinions

Show or tell?

Show or tell?

Roopi Woodall, marketing manager at the QEII Centre, asks if the art of conversation on social media is dead – and how to engage with audiences if that’s the case.
You get what you ask for

You get what you ask for

Sue Berry, managing director at TimelessTime Ltd, discusses the importance of people metrics and measurable objectives.
The Anti Cyber Attack Checklist

The Anti Cyber Attack Checklist

Following the global cyber attack on 12 May, event tech supplier RefTech has compiled a checklist for individuals and companies to follow to help them reduce the risk of future attacks.