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14 Future Trends to Which the Convention Industry Needs to Pay Attention to in 2015 3. Collection of Data in the Exhibition Field with New Technologies

3. Collection of Data in the Exhibition Field with New Technologies

Nowadays, collecting various data generated in the exhibition is not a supplementary work, but an essential work for marketers of exhibitions and the organizer group as collected data is core material which can help organizers understand the pattern of attendees’ visits. The more data the organizer collects on the attendees’ pattern, the better arrangement of the exhibition area and the more understanding of the events can happen in the exhibition. By reflecting such information, the organizer can create a high-quality exhibition brand.

Faster and Easier Registration & Payment System with NFC Technology

For more efficient and effective collection of data in the exhibition field, new technologies have been introduced recently. Near Field Communications (NFC), iBeacom, and the smart card registration system are major examples. Also, RFID technology is used in bracelets and pendants in public events, theme parks, and trade exhibitions. These bracelets and pendants are linked with a user’s credit card information, so the user can use them to pay for an admission fee and related purposes.

Grasping Flow of Attendees’ Traffic and Foot Traffic More Precisely and Accurately

Reed Exhibitions, a world-class exhibition-specialized company, used NFC technology by using RFID bracelets in ComicCon to grasp the flow of attendee traffic in and out of the exhibition hall. Furthermore, some exhibitions installed a sensor under the carpet in the hallway in the exhibition hall to measure foot traffic.

Paying Attention to the Quality of Data Rather Than Quantity

Collecting data blindly is not everything, though. The organizer of the exhibition should pay more attention to the quality of data rather than the quantity, as well the development of effective data collecting technologies for the future of the convention industry. In this sense, the FTTF of IAEE poses the following concerns about collection of the field data:

▶ What are the purposes of collecting data?
▶ What kind of data should be collected?
▶ How will data be analyzed?
▶ How and who will transfer data into convention management and activities?
▶ How will data be preserved without being contaminated?

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