#HumansOfMKTG Roundtable: New Tech in HUMAN Data Measurement
5 Minute Read
- MKTG’s LIVE team discusses facial recognition, LiveGauge and updates with on-site chat bots.
- Outside of quantitative data, our team looks at how brands measure emotional impact through bio-metrics.
- Our LIVE team is implementing leading tech on-site for events such as Rogers Hometown Hockey – find out how we are doing it!
New technologies are emerging in the event space to better understand the thoughts, actions and habits of consumers and how this can affect the development of on-site activations. On-site experiences are about connecting the consumer to a brand and creating a relationship that extends beyond the present moment. The technology we discuss at our Roundtable is bridging the gap between collecting passive data such as impressions to collecting active data—the human impact—such as emotions and consumer behavior which ultimately assists in the tailoring of experiences to what the consumer wants.
The following Roundtable features insights from the following #HumansOfMKTG: Marlie McLaughlin, Jackie Cormier and Brandon Mazerall.
Facial Recognition is more advanced than we think
Marlie: Facial recognition cameras and displays are becoming more advanced where they can determine the consumer path, eye movement and even emotions:
Consumer Path: Facial recognition and detection cameras are able to trace the path a consumer takes within a certain area. This data is very important when designing the layout of an activation based on how you envision the experience from a consumer perspective. Utilizing this information can impact where certain parts of an activation will be including key branding, brand ambassador positioning and lineups.
Eye Movement: When an individual is looking at branding or displays, where do their eyes look to first? Where is their gaze held the longest? New facial recognition technology has the ability to track eye movement to collect data of this nature. This provides insight to marketers on best practices on where to place key messaging within an advertisement.
Emotions: Facial recognition technology utilizes artificial intelligence and gathers data on common facial reactions. On-site at events, knowing a consumer’s reaction to the experience is beneficial for key learnings and tailoring experiences to a desired response.
Facial recognition technology is providing valuable data and learnings from consumers, which allowed brands to create more tailored activations for consumers.
Chat Bots are trending
Jackie: Chatbots are one of the most popular tech tools for marketers right now. They allow brands to use artificial intelligence to communicate with customers to drive engagement and retention. They are gaining in popularity lately within conferences, trade shows and festivals as they can provide answers faster and more efficiently than any human response.
Chatbots can obtain extra data from social media profiles like Facebook, Twitter and LinkedIn. Knowing the attendees interest can improve what is offered and help build the event space around those preferences. Since chat bots gather information from consumer social media profiles, the data collection can make it possible to match people with likeminded individuals. They provide the ability for the event planner to send out reminders during the event—notifying them of important details such as the next performer on stage, or a conference speaker.
You can find out why you need to implement a chat bot at your next event from one of our previous blogs here!
LiveGauge provides some of the highest level of detail on consumer behavior
Jackie: LiveGauge is new a technology that automatically measures the impressions, engagements and sentiment of your live-event, experiential, sponsorship and OOH programs. The sensor monitors various signals coming from the audience’s phones, allowing unique and anonymous way to identify how many people were present. It will process the information and translate it into raw data. It also updates automatically on a dashboard to track the data.
At a high level, the system counts visitors that are within the footprint—including impressions and engagements. It also has the ability to determine how long individuals spent within the range. It’s smart enough to tell you if someone is a unique consumer or not, and if many sensors are added within the footprint you can track which consumers explored different areas of your display or visited another footprint.
LiveGauge can provide demographic information on the visitor’s segmentation including average age, gender, brand preferences etc. By accessing the cell phone of a user that logs on to the system, and analyzing the user’s previous interactions, the device can pick up information as detailed as what airport they were at, what stores they spend time within, the personal entertainment devices they have within their home, the hotels they have stayed at, and their residential zip code!
There are now more dynamic forms of measuring impact
Brandon: Emotional impact is a KPI that brands are heavily invested in since it is a key driver of purchase consideration. Almost every brief that comes to my attention includes a desire for the brand to make an emotional connection. Historically, however, it’s been so hard to measure this with accuracy or certainty. One of the most common ways to measure this would be through surveys whereby brands would measure consumer perceptions pre- and post-experience to observe the difference. Now, however, technology exists to measure this in real time and in great detail through biometrics. Using biometrics, brands can measure each consumer’s unique physiological or behavioral characteristics.
The way this has been described to me by Dmitri Melamed of Big Digital is by “using machine vision software combined with cameras to identify emotions in passersby. The way the system works is by analyzing the camera input against a trained database of images. Tens of thousands of images are used to train such a database. Each recognition has a percentage of confidence in the result as well.” Facial Recognition, as Marlie mentioned, is one of these tools marketers are using.
An Example of How MKTG Implements Trending Tech during our Activations
Jackie: Currently we use LiveGauge within our Hometown Hockey Tour to track the amount of engagements, unique engagements, rich consumer engagements and average dwell time within our activation.
This provides an accurate read on the attendance, while showing us high and low points in popularity during specific hours in the day. Since this tour happens through 24 stops, the information allows us to make changes in real time by understanding the patterns with the results in each market and looking for the habits of the consumer. This gives our team leverage to provide further incentives to visit our footprint during the downtimes while increasing staffing (including volunteers) during the busy times. It can also showcase times in the day that the event itself isn’t as busy which can assist us in allocating staff breaks.
Since the device can be trained on certain area within the footprint (to 50ft) we can also determine what interactives were more popular than others depending on where the device is set.
From a reporting standpoint, we are able to compare the activation popularity by using the number of people that attended each event and comparing it to our activation footprint total attendances. It’s especially helpful when events happen year after year as we can directly compare results for our client.
The technologies at marketers’ fingertips are constantly changing, and for brands that know how to use it, the possibilities are endless. To keep our clients ahead of the competition, and provide the best engagement experience possible for their customers, the #HumansOfMKTG are inspired to consistently stay in the know and implement the most effective new tech for our clients.