Some time back, I wrote about “the last mile” – that noisy and disorienting journey an attendee makes from the building’s front door to an anxiously waiting exhibitor, a speaker, a fellow attendee – someone who has Insights on the problems they face at work. I mused that a solution to this must be a fairly short hop away, given the state of marketing automation and behavioral tracking and targeting technologies.
Now Vivastream has begun to attack that problem in earnest. Orlando Tirado, cofounder, tells me they’ve recently pivoted from a “traditional” event app company to helping organizers make sense of the disparate attendee data they get from multiple sources.
The basic premise is to monitor attendee engagement around various topics, and use the data to better target outreach to those attendees. Orlando shared that at least one of their customers has integrated attendee engagement data into their martech systems, enabling targeted realtime communications to attendees during the event itself. FINALLY!
It’s early days yet. Separating an attendee’s genuine interest in a topic from their absolute activity level on social media is a challenge. Creating a taxonomy of topics that is general enough to cast a wide net, but specific enough to matter to specialists, is an art in itself. But the best practices here are robust and known, and the technology is definitely there.
Glad to see it come to life at last.
Kathy Astromoff looks forward to the day when her first message from an event organizer is an invitation for a glass of champagne along with her badge.