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How Tech and Big Data Can Create More Memorable Events

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Gianluca Santosuosso
Gianluca Santosuosso

Senior Designer

Freeman XP

Big data is a valuable feedback tool for marketers looking to design better events

Article Summary:

  • 2:15 minute read
  • Learn how technology can be a great creative tool for event professionals
  • Data from event technology reveals deep audience insights
  • Find out how data can inform event creative and design
  • Learn from real-life examples, experts, and videos with six additional resources

We’re all familiar with the term "event technology."

Most of us will have seen examples of it in action at events we’ve organised, worked on, or experienced as attendees.

Technology is a must-have at events today. Not only can it enhance the attendee experience, but many event technologies are capable of capturing information about delegates’ behaviour — which we can use to inform how our events will look and feel in the future.

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Opportunities to Grow

Whether it is beacons, sensors, or second screens with live feedback functionalities, event technology is changing the way we design event spaces, and inevitably how consumers experience them.

Everything is going in the direction of personalisation with technology — it grants event organisers access to extremely granular information about their audiences, from the way they move around a space, to the amount of time they spend at a particular location.

It allows us to ask important questions, such as are they following the event’s linear path, or taking an alternative route? Which elements do they love, and which ones aren’t they enjoying so much? Are these behaviours that were predicted? It ensures we’re creating experiences that appeal to attendees, even if this goes against what we may have originally thought.

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Live Data in Action

From a design perspective, technology can also be incorporated into an event or exhibit booth so that it is able to capture and respond to activity as it happens. This is great for event spaces that include various interactive engagement areas, as it means that different elements throughout an event or exhibition show stand can respond to consumers’ actions in real time.

The Future Food District (FFD) pavilion at the Milan World Expo is a great example. It operated as a real-life supermarket — or more like a supermarket of the future — and showcased around 1,500 different products on grocery tables with one-way mirrors suspended overhead.

The mirrors displayed information about the products people picked up, so when an individual put his hand on an apple, for example, a mirror would automatically display information about its nutrients, where it was sourced from, and its carbon dioxide footprint.

Using Data to Build on the Experience

Data is an important feedback tool. For us, it’s about drawing on the art of experience design to create memorable experiences that are informed by key audience behaviours at any given event.

It allows us to create engaging spaces that go one better every time — those that continue to surprise and excite delegates, regardless of whether they’ve attended a particular event once, or every year for the past few decades.

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