The latest visual summary of the EventTechBrief.com article, "How to Close the ROI Gap Between Life and Digital Experiences" - read the article and subscribe to the newsletter at www.eventtechbrief.com

1. How to Close the ROI Gap
ARTICLE BY
MICHELLE BRUNO
EVENTTECHBRIEF.COM
Between Live & Digital
Experiences

2. The Holy Grail for event
marketers and experiential
marketing agencies is the
return on investment proof
for a campaign. Unlike
online marketing channels
though, ROI in the real
world is elusive for many
brands and agencies
because it is so difficult to
prove that a visitor took an
action based solely on his
experience at an event.
Thanks to LiveGauge
wireless technology, that
inequality is quickly
disappearing..
T H E H O L Y G R A I L .

3. Sam Seo, co-founder of
Toronto-based
Physicalytics, the
developers of LiveGauge,
spent years as an online
marketer tracking
campaigns from click to
conversion. “If I spent
$10,000 on Google or
Facebook Ads, it was crucial
to understand how many
impressions, clicks, and
conversions I received.
Without that knowledge I
would have no idea what
worked and what didn’t and
I would be money blindly,”
he explains.
P H Y S I C A L Y T I C S .

4. By attending exhibitions
and observing street-
marketing activations, Seo
realized “there is a huge gap
in the real world that I can
close by delivering the same
ad tech ROI tracking offline
that exist online.” He and
his team developed
LiveGauge to prove the ROI
of an event by tracking an
individual while he engages
with a booth or installation
and from the time he
engages at the event
through to his visit to a
retail outlet to purchase the
product.
P H Y S I C A L Y T I C S .

5. LiveGauge enlists a small
plug-and-play sensor (about
the size of a deck of cards) to
“listen” for the unique digital
signature transmitted by an
individual’s smartphone as he
comes into a booth or visits a
street activation. The sensor
relays detailed information
(time, date, and duration)
about the person’s visit to a
cloud-based platform. And,
when the same person
subsequently takes action
(enters a store, for example), a
second on-site sensor relays
the new information back to
the cloud and informs the
store staff.
L I V E G A U G E .

6. The LiveGauge platform
provides marketers with an
overview of visitor behavior
during a campaign. It reports
on real-time visitor
impressions and engagements
(as defined by the marketers
or agencies), impressions and
engagements per hour and
per day, average visit
duration for engagements per
hour and per day, breakdown
of the types of phones people
are using at the events, how
the data compares to previous
activations, and whether
visitors took action beyond
the event.
L I V E G A U G E .

7. Last year, Seo used LiveGauge
at the Canadian International
Auto Show in Toronto. The
client, an exhibitor and
vehicle manufacturer, wanted
to understand the impact of
the company’s presence in the
show on driving visitors from
the auto show floor to the
showroom floor. Seo’s team
deployed LiveGauge on every
vehicle in the display and at
dealerships within a 45-mile
radius of the show. Analytics
revealed the most and least
popular vehicles at the event
and how many people who
came into the dealerships
were also at the auto show.
L I V E G A U G E .

8. Providing marketers and
agencies with a tool to measure
the ROI of an experiential
campaign, whether it’s
impressions and engagement
during an event or the
connection between on-site and
off-site customer behavior, isn’t
the only benefit of the
LiveGauge solution. The
hardware-cloud application has
both addressed the growing
need for live experiences to be
as measurable and accountable
as digital experiences and placed
both channels in equal
contention for a brand’s
marketing budget—flexibility
that only a marketer could love.
S O L U T I O N F O R M E A S U R I N G R O I .

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