Podcast: Rob Murdoch discusses his upcoming Event Tech Live talk on data effectiveness

On this week’s episode of the Event Industry News podcast, Exposure Analytics’ commercial director, Rob Murdoch, joined us to offer a preview of his forthcoming talk at Event Tech Live on Wednesday 6th November. Here, Rob will engage in a panel discussion on the correlation between design effectiveness and data effectiveness.

Returning to the podcast for the third time, Rob explained the role Exposure Analytics plays in live events: “We help brands and agencies determine how effective their events are through the use of data and footfall analytics.”

Data, as Rob explained, is only effective when people know how to use it. The data that is presented from experiential analytics companies can accurately demonstrate where footfall was heaviest, the number of entries, the flow of visitors and dwell time, among other things.

“What our clients are interested in is the truth. Whether it’s a good number or a bad one; they want to know because then they can act on it,” Rob stated, explaining that receiving high statistics is not as useful as receiving high-quality statistics.

In terms of using facial recognition (FR) to capture data, GDPR poses several obstacles. “[With FR], we’re picking up personal data. Your face is your personal data.” However, some of Exposure Analytics’ devices can pick up an individual’s mood, expression, facial features and gender. This allows his clients to identify any trends within their audiences: whether the majority were male or female, for example.

At Event Tech Live this year, Rob will share a panel with 2LK’s Andy Sexton, VenuIQ’s Oliver Rowe and Crystal Interactive’s Rob Curtis. You can find the full list of Event Tech Live’s educational sessions here.

If you would like to feature on an upcoming podcast, please email molly@eventindustrynews.com.