How to Close the ROI Gap

ARTICLE BYMICHELLE BRUNO

EVENTTECHBRIEF.COM

Between Live & DigitalExperiences

The Holy Grail for eventmarketers and experientialmarketing agencies is thereturn on investment prooffor a campaign. Unlikeonline marketing channelsthough, ROI in the realworld is elusive for manybrands and agenciesbecause it is so difficult toprove that a visitor took anaction based solely on hisexperience at an event.Thanks to LiveGaugewireless technology, thatinequality is quicklydisappearing..

T H E H O L Y G R A I L .

Sam Seo, co-founder ofToronto-basedPhysicalytics, thedevelopers of LiveGauge,spent years as an onlinemarketer trackingcampaigns from click toconversion. “If I spent$10,000 on Google orFacebook Ads, it was crucialto understand how manyimpressions, clicks, andconversions I received.Without that knowledge Iwould have no idea whatworked and what didn’t andI would be money blindly,”he explains.

P H Y S I C A L Y T I C S .

By attending exhibitionsand observing street-marketing activations, Seorealized “there is a huge gapin the real world that I canclose by delivering the samead tech ROI tracking offlinethat exist online.” He andhis team developedLiveGauge to prove the ROIof an event by tracking anindividual while he engageswith a booth or installationand from the time heengages at the eventthrough to his visit to aretail outlet to purchase theproduct.

P H Y S I C A L Y T I C S .

LiveGauge enlists a smallplug-and-play sensor (aboutthe size of a deck of cards) to“listen” for the unique digitalsignature transmitted by anindividual’s smartphone as hecomes into a booth or visits astreet activation. The sensorrelays detailed information(time, date, and duration)about the person’s visit to acloud-based platform. And,when the same personsubsequently takes action(enters a store, for example), asecond on-site sensor relaysthe new information back tothe cloud and informs thestore staff.

L I V E G A U G E .

The LiveGauge platformprovides marketers with anoverview of visitor behaviorduring a campaign. It reportson real-time visitorimpressions and engagements(as defined by the marketersor agencies), impressions andengagements per hour andper day, average visitduration for engagements perhour and per day, breakdownof the types of phones peopleare using at the events, howthe data compares to previousactivations, and whethervisitors took action beyondthe event.

L I V E G A U G E .

Last year, Seo used LiveGaugeat the Canadian InternationalAuto Show in Toronto. Theclient, an exhibitor andvehicle manufacturer, wantedto understand the impact ofthe company’s presence in theshow on driving visitors fromthe auto show floor to theshowroom floor. Seo’s teamdeployed LiveGauge on everyvehicle in the display and atdealerships within a 45-mileradius of the show. Analyticsrevealed the most and leastpopular vehicles at the eventand how many people whocame into the dealershipswere also at the auto show.

L I V E G A U G E .

Providing marketers andagencies with a tool to measurethe ROI of an experientialcampaign, whether it’simpressions and engagementduring an event or theconnection between on-site andoff-site customer behavior, isn’tthe only benefit of theLiveGauge solution. Thehardware-cloud application hasboth addressed the growingneed for live experiences to beas measurable and accountableas digital experiences and placedboth channels in equalcontention for a brand’smarketing budget—flexibilitythat only a marketer could love.

S O L U T I O N F O R M E A S U R I N G R O I .

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