To create success for future events, it’s crucial to gather event performance analytics. The Internet of Things (IoT) has created the greatest data capture environment in history, but gaps still need to be closed before it can reach its potential.
One of the biggest involves the participant-consent process. Take ibeacon technology – at trade shows for example, tracking where people spend their time is highly valuable. This data can help organizers find the high-traffic zones, allowing them to more accurately evaluate the exhibition space rate card for future events.
For this to work, event attendees have to download an app, activate Bluetooth and actively permit ibeacons to talk to their smartphones. Great – but too fiddly for many people, so this valuable data isn't captured.
Technologists will need to revisit methods of engagement, while app developers must seek to understand the needs of the users, rather than what they think the users want, however, we all need to begin promoting the development of a data capture-friendly environment.
