Ogilvy births solution to identify business leads at events

Data takes the lead in business lead generation in Oglivy's newest solution

Real-time data is the next step in lead generation, as Ogilvy Singapore develops a solution that identifies hot leads during an event.

EventPlus 2.0, developed by Ogilvy Singapore’s Innovation Lab, produces a live lead-scoring model that identifies and prioritises leads with the highest potential. It does this by incorporating data from pre-event registration and during the event via RFID tracking.

Data takes the lead in business lead generation with the help of Oglivy’s newest event solution

The system also aids in tracking user engagement during an event, such as through attendee movement patterns and time spent at each booth. This also generates an event heat map showing the most popular booths, the average visit duration and more.

Teresa Shiang, associate director, Ogilvy, explained that currently, the “most common way” that feedback is collected from events for lead qualification is “through physical paper surveys or a mobile app that attendees have to download”, which are “intrusive to the event experience”.

She said: “The biggest pain point of event organisers is a lack of understanding of what is happening live and in real-time at the event. For most attendees that do not respond to paper or mobile app surveys, they become a missed opportunity or lead for organisers.”

As an alternative, EventPlus 2.0 provides real-time data visualisation of the event and live lead qualification, which are subsequently imported into the client’s CRM system. Meanwhile, the RFID tags and gateway technology used for location tracking can also be reused in future events.

“The sales team could send their best salesperson to meet the hottest leads identified by the lead scoring model during the event itself,” said Shiang.

She revealed that at its infancy stage, companies had “initial concerns about privacy and location tracking” when using such data-driven technology. However, the location trackers in EventPlus 2.0 use a RFID technology that is designed for tracking only within a designated event area, Shiang clarified.

Ogilvy first developed this solution for a global technology company in Singapore. It is now open to clients in B2B industries that host large-scale events or conferences.

Shiang further shared that Ogilvy is looking into “other behaviours that can be tracked by RFID technology” in order to “enrich the lead scoring model”.

She added: “We’re continually refining and adapting depending on the industry, and the product we’re running this solution for.”

Sponsored Post