Event Strategy & Data Analysis to Generate Insights using RFID, Survey Data and Social Listening

Project Description

Company Summary:

We are a world-class experience marketing agency and event production company. We create distinct and data-driven experiences rooted in cultural context to convert consumer attention into action, sales, and absolute brand loyalty.

Problem We Are Trying to Solve:

Our agency is creating an experiential activation for a brand launching a new product at a large tent pole event later in the year. The experience has been designed to incorporate a variety of interactive elements and photo moments with the goal of educating consumers, creating excitement, and generating awareness for the launch.

Each attendee (around 2,500) will register for a unique RFID wristband that will alert us to the interactive touchpoints, photo moments, and survey responses that come from each guest.

Overall Client KPI’s/Objectives

• Increase brand awareness of product 
• Increase purchase intent 
• Competitive Landscape: How does the product stack up to others in the competitive set.
• Generate Reach
• Shift in Sentiment
• Share of Voice at the Tentpole

The Ask / Company Expertise: 

• Develop survey questions that help indicate awareness, purchase intent, and competitive landscape pre/post event
• Ability to combine RFID data (survey & touchpoint data) with social, press, and user generated content info.

Types of Data Capture

RFID Data

• Registration & Survey Data
• Dwell Time, Attendance, Engagement
• Interactive Touchpoints
• Photo Booth

Press & Social Data Capture

• Overall Impressions/Reach
• Total Mention Volume Across Select Keywords
• Demographic Information
• Sentiment & Brand Lift Overall & Weekend Trend
• Share of Voice: How the activation compared to other activations at the tent pole.
• Purchase Intent: A determination of lift in purchase intent using combination of social listening and survey responses to determine if a person is expressing a desire for a product rather than generally talking about a brand or product. (Ex. a post about wanting to pre-order something before its release or a response indicating an eagerness to see a newly-released show.)

Conversions

• Email Capture (Lead Gen)
• Coupon Redemption %

Data Sources

1.RFID

• Registration Data (CSV Format)
• Interactive Touchpoint Data (CSV Format)
• Survey Response Data (CSV Format)
• Photo Share Data (TBD)
• Email Share (CSV Format)

2.Social Listening Data (PDF Export from Brandwatch)

Deliverables:

• Written Word Doc Report (5 - 10 pages)
• Presentation Overview (High Level Overview in Keynote or PowerPoint Format)
• Incorporate Visualization of Key Data Points & Findings
• Report would need to be turned around in 2 weeks post-event in July

In your proposal please tell us more about your specific experience in customer analytics and event marketing analysis. Also share a sample of any previous relevant work and visualizatons or presentations done for clients. Only experts based in USA will be considered.