When used together, Smartphones, iPads and Radio Frequency Identification Tags (RFID) create an “environment” that provides meeting planners and corporate sales staff with the opportunity to deeply understand the attendee experience. The business intelligence gleaned from analyzing how attendees navigate the meeting, interact with meeting content, engage corporate sales representatives, and rate meeting features can transform conferences, sales meetings, and user group experiences into high-level tools for achieving meeting and organizational objectives.
Mobile phones are the new navigational tools for meetings and conferences. The new event-centric apps provide users with maps and floor plans, conference agendas, meeting-setting capabilities, and access to social media platforms such as Twitter or Facebook. By providing conference attendees with access to these valuable tools through smartphones, meeting planners open the door to rich metrics about which programming and topics attendees are interested in, what content they download, how they rate sessions and speakers, and how they use mobile tools to navigate the meeting.
Mobile tablets including iPads are fast becoming the data collection devices of choice at corporate meetings and conferences. Sales representatives are using these appliances to engage in consultative dialogues with attendees in order to build rich profiles on their needs, preferences, and buying cycles. Some meeting planners have begun distributing iPads to broaden the attendees’ conference experience, communicate vital information, and provide important content. In both cases, the tablets are being used to collect critical business intelligence for real-time and post-event analysis.
RFID tags attached to attendee badges are independent of the data collection processes that require human interaction. They passively collect and relay data on attendees—what programming features they interact with, what sessions they attend, what amounts of time they spend in various locations. Planners and sales associates can act upon the information that is collected to make real-time changes in the event program—adjust room sizes for popular repeat sessions and redirect traffic flow to reduce a bottleneck—or provide attendees with relevant content such as brochures, white papers, and emails on specific products or services.
Intelligent meetings and conferences utilize built-in data collection and measurement processes to yield important analytics and prove meeting effectiveness. They funnel information from different collection points—Smartphones, iPads, RFID tags—into a central database to create a fuller picture of attendee preferences and post-conference intent. Intelligent meetings save money, reduce waste, and provide valuable insight.