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How to Leverage User Data: 3 Ways Event Wi-Fi Can Improve Your Business

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How to Leverage User Data: 3 Ways Event Wi-Fi Can Improve Your Business

By: Danny Mareco November 9, 2015   0 Category: Strategy

There are hundreds of moving parts at any event, and your Wi-Fi network is a critical element that can't be overlooked. Your event Wi-Fi should provide every single attendee with the high quality connectivity they expect and want. However, today's wireless offers more than just connectivity, it offers businesses with the opportunity to turn user data into contextual intelligence which will help everyone (including your business) get the most out of your event.

Every time I go to a sporting event or a conference all I hear is how "bad" the wifi is. No matter what type of event it is or how much it cost to attend etc. the quality of the wifi directly impacts the overall perception of the quality of the event.

This expectation and perception makes event Wi-Fi a mission-critical resource for any event big or small but this is only on the surface, the real value goes much deeper.

It's no secret that businesses everywhere are looking to customer data to identify new opportunities and optimize the customer experience, especially when it comes to live event entertainment. 

Pairing mobile devices and other "smart" or "sensor-enabled" devices with applications that then connects to your wireless network allows you to capture huge streams of data and use those insights to drive actions that can further your business strategies.

Suggested Reading - "5 Smart Ways You Can Use Event Wi-Fi to Capitalize on the Fan Experience"

This kind of system creates what we call "contextual intelligence". Think about it this way, let's say you're at an NFL game and you're debating whether or not this is a good time to go to the restroom. Contextual intelligence tells you there are a x number of people in a specific bathroom and the wait time is 12 minutes, it then can suggest to the user that it's not a good time to go to this particular restroom.

We can take it a step further and then compare wait times of all the bathrooms according to the users location and offer the user "turn-by-turn" directions to the nearest bathroom with the shortest wait time, allowing that user to minimize waiting in lines and missing the game, now that's smart.

Every business should be leveraging customer data to grow their business and improve the customer experience. The advantage that live events have over other industries however, is that they are already working with a captive audience, all they have to do is tap into them. The only challenge facing live events however, is time; you only have the length of the event to collect as much data as you can.

With that said, we have come up with 3 ideas on how you can use customer data to maximize your events business potential and drive new opportunities.

1. Capturing Contact Information

Most events wouldn’t be complete without some good old fashioned networking. This is the very foundation of your business and should be a top priority of any analytics effort. 

You want to be able to follow up with the people who attended your event, which makes contact information as good as gold.

The good news is that attendees are usually more than willing to give out their contact details in exchange for Wi-Fi access. Make this one of their registration stops and they wouldn’t even think twice about it.

They stay connected and you get to forge a communications channel with them, of course this is if your Wi-Fi is any good.

It's only a fair deal, if the wireless your providing offers the kind of experience your users are looking for and in most cases expecting. This is again why having the right wifi infrastructure in place is so critical, its the backbone that supports any big-data strategy.

Suggested Reading - "How to Effectively Plan Your Next Wireless Network Design"

2. Engaging Your Attendees On The Network

Before you can begin using data to start driving intelligent actions, you have to get your attendees on the network first.

Encourage them to start using the network by setting up different engagement opportunities like an online raffle, an exclusive game, or a social community where they can connect with other attendees.

You can put in a mini survey before they can access an online activity, which is another great way to capture relevant customer information.

Think about engaging with your network from the users point of view, this will help you to create strategies that are based on what your users want and what will be most valuable to them.

4. Improving Internal Efficiency & Operations

“Big data” has the ability to change how you do business. By knowing more about your customers, you can shift your internal operations to complement what they’re looking for or how they interact with your business.

Through a dedicated Wi-Fi network and a couple of apps and sensors, you can track your both your staff’s performance and movements as well as your attendees.

Do they spend more time waiting in lines at food and beverage stands, which areas are seeing the highest amounts of traffic, did they stay to watch the presentation in the lobby, how fast did you process each guest at registration or in ticket lines?

With the right strategy and the right kind of wireless network, these are questions you can easily find answers to, ultimately creating a better experience for your attendees. 

Suggested Reading: "Wireless Mesh Networks for Outdoor Environments"

It doesn’t matter what kinds of data you want to collect or how much, having the right event Wi-Fi network in place will either support your strategies or let you down, that's up to how well you are prepared.

If you want to know how to improve your business the answer is simple, it's all in the data.

If you have any questions regarding your live event wifi network or how you can leverage your customers data to drive new business opportunities please contact us here, we'd love to see how we can help.

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