With the Grip Matchmaking Solution, we collect a large amount of data about the interest and intent of professionals. At an event of a thousand people, we collect more than a million data points about the interest of professionals.
But while we use all this information to provide highly personalized recommendations of people to meet, we do not spend as much time looking at how we can use this data for insights and event “Optimization”. We’re glad to share this has changed over the last couple of months where we have started providing what we call “Opportunity Reports” to some of our clients.
The 3 Stages of More Connected Events
The reason we have waited with Insights until now is that we have always seen the journey towards a smarter and more connected event experience having 3 stages:
1. Identification – Having a unique identifier for each individual and making sure people have a unique account when interacting with recommendations and our platform in general.
2. Personalization – Providing value to the end user through personalized recommendations and an overall smooth user experience.
3. Optimization – Using the generated data through step 1 and 2 to further improve and optimize the event experience.
The current state of Event Marketing Insights
When looking at what is generally classified as “insights” has mainly been the high-level number about usage. Such as, how many people logged in, or the percentage of people that looked at an exhibitor profile. At Grip, we wouldn’t necessarily classify this information as Insights but more just as usage data.
The challenge with “Insights” however is that anything is possible and unless there is a framework for how to think about the event experience there is the risk of spending an endless amount of time creating pivot tables that don’t really provide any value for a strategic conversation.
A different way of doing Insights
Therefore, for our Insights Reports, we have adopted a clear focus for our research around 2 topics: Revenue and Network. The reason for this is because we believe that the main value of insights is to drive further Event Marketing and have therefore focused our reports completely on this goal: Providing actionable insight for future event marketing.
Revenue is either something that is at the risk of being lost through unhappy Exhibitors / Sponsors or there is a potential to grow it where there is room for more Exhibitors & Sponsors in a particular segment.
For example, an organizer of a technology event could see that the AI & IoT exhibitors are much less popular than the DevOps exhibitors. This could result in the AI/IoT exhibitors deciding not to come back or taking a smaller booth at future events. However, in the networking data we could see that there is a particular group of visitors, Business Intelligence people from Medium and Large companies, are very interested in this group. Therefore the organizer should spend more time attracting these visitors to keep this group of exhibitors happy.
Network Impact is a bit more difficult to define, but we look at it as where there is a high discrepancy between people interested in a certain group of people and the supply of this particular group.
Below is an example of the graphs that are part of our reports where you can clearly see there is a number of user groups that are much more popular than the average.
At Grip, we are blessed with some fantastic data scientists and are enthusiastic about working with more clients on our Business Insights Reports. We are just scratching the surface around how technology can drive more data-informed decisions and drive more value for your events. Please don’t hesitate to reach out if you want to learn more about our Insights Reports.
Event networking insights that are obvious to us, are often difficult to learn for a computer that just works in zero’s and one’s.
Luckily, the Grip matchmaking engine has been able to learn some of those human subtleties completely on its own in 2017 by analyzing over 300,000 profiles and their behavior.
The Grip matchmaking engine obtained these insights with limited human intervention through real-life interactions across Grip supported events last year. Below are some of those insights.
Obvious? Maybe. But our system now knows that people that have CEO, VP or Founder in their job title are 30% more likely to be connected with by people than others.
In addition to that, people that have sales, marketing or other entry-level titles such as student or bar staff are going to have a tougher time making connections at most events while they’re actually more often power users.
However, when someone is the “Head of Marketing” or a “Sales Manager” we learned that they’re actually more likely to be connected with than the event average.
What people write on their profile and what keywords are used seems to have a significant impact on their popularity in matchmaking.
Words that significantly boost someone’s popularity include investment, investment manager, venture capital, investor, asset fund, big data, analytics, IOT, cloud computing, and startups. As one can expect, the investor related and tech buzzwords do have a significant positive impact on people’s popularity.
Unpopular words include mainly sales, finance and traditional service provider related words including sales, marketing, management consultant, open source, law firm, banks credit, services bank, credit union.
One of the most striking things that our matchmaking engine has learned in 2017 is that why someone is recommended to them can have a larger impact than who is recommended to them.
As you can see in the graph below, having a common connection or having swiped interested on a similar person can make you 3 to 4 times more likely to be interested in connecting with someone.
The Grip Matchmaking Engine also detected that working in a similar industry has little impact on “interest” shown between users, while commonalities in connections (handshakes) and swipes had a greater influence.
Quite surprisingly, profile pictures do not have an impact on people’s chances of making connections. While aesthetically a professional photograph is good to have, there does not seem to be a correlation between photos and event matchmaking success.
It really looks like people are interested in making the “right” connections – good news!
Since the matchmaking engine is self-learning it can sometimes learn from features that we don’t want it to learn from.
Gender can be one of those features that our system doesn’t learn from but could actually have an impact on who people connect with. LinkedIn has often been accused of being used in the same way as tinder by men.
Luckily, that’s not the case on Grip. Gender does not have an impact on the frequency someone’s profile was visited, nor increase chance of a connection on our platform.
As we’re ramping up for 2018, we are looking forward to continuing to apply our AI technology to learn about the event networking behaviour of professionals.
The insights above, are just a small taste of the actionable insights that attendees and meeting organisers can use to optimise event experiences and actively participate in truly “smart” events.
At Grip, we will continue to prove the value of this approach so stay tuned and if you’d like to hear more get in contact with our team.
A leading global association of tradeshow organizers and the exhibition industry has recognized Grip as one of the top event apps this year.
UFI, which comprises 725 member organizations in 85 countries worldwide, awarded Grip its 2017 ICT Technology Award in July. The Technology Award honors outstanding digital tools designed to make the next generation of exhibition professionals fit for the future, and recognizes new technologies that support the exhibition industry. The theme for this year’s Award was: “Digital Innovation – What will be our solution for the future?”.
Grip, which also won last year’s IMEXPitch, stood out from the competition with an innovative product which offers an event networking app that has established more than 60,000 connections (and counting) for thousands of professionals.
Presenting at the UFI European Conference, Co-Founder and Grip CEO Tim Groot explained that the idea for the product emerged when the organizers of Cannes Lions 2016 wanted a smoother and more engaging way for attendees to network. Grip’s solution was to design a standalone custom event app using Artificial Intelligence to power a matchmaking API (Application Programming Interface) to deliver the best networking recommendations in a fast and friendly way.
Put to the test at the 15,000-attendee event, the Cannes Lions networking app established an average of 8.4 connections per user and more than 20,000 connections over a few days, enabling hundreds of face-to-face meetings, meaningful connections, and creating a huge positive impact on the event experience.
Also presented were
According to UFI, “presentations from the finalists were of an excellent standard, making the selection of an overall winner a very challenging assignment”. However, Grip’s presentation was “clear, comprehensive and met all the requirements needed for the tool to be considered a winning solution”. Other finalists presenting to the UFI’s Digital Innovation Committee in Cologne, Germany, included Messe München GmbH, ExpoPlatform, and Messukeskus Helsinki, Expo and Convention Center.
“The UFI Technology Award is one of the most prestigious technology awards in the trade show world.” says Tim Groot. “We feel honored to be chosen as this year’s winner among so many great companies, and it’s great to see that the judges share our belief that technology can vastly improve networking and deliver an improved return on investment for exhibitors by leveraging the power of Artificial Intelligence.”
“We are looking forward to presenting our solution at UFI’s Global Congress in Johannesburg later this year and will continue to push the boundaries of technology at trade shows.”
Grip’s win comes hot on the heels of last year’s IMEXPitch award, a competition for event tech startups to showcase themselves to event organizers and marketers from around the world. It’s run as part of IMEX America, the US’ largest annual meetings industry trade show, featuring the largest hosted buyer program in North America. Grip also won the standing-room only audience poll at IMEXPitch, and will be displaying at IMEX later this year.
UFI’s Awards recognize and reward successful result-oriented initiatives in the exhibition industry in areas ranging from digital innovation, human resources, marketing and operations and services to trade fair poster design and sustainable development. UFI represents around 50,000 exhibition industry employees globally, and works closely with its 58 national and regional association members. Over 900 international trade fairs bear the UFI approved label, a quality guarantee for visitors and exhibitors. UFI members continue to provide the international business community with a unique marketing media aimed at developing outstanding face-to-face business opportunities. More information on the UFI is available at www.ufi.org.
Hosted buyers are all about efficiency. While they appear to enjoy a relatively charmed event experience, they are primarily serious about their business, coming to events with the goal of avoiding time wasted otherwise on online searches, email chains, and phone calls.
For event organizers, therefore, matchmaking hosted buyers with exhibitors should prioritize efficiency; a hosted buyer’s meeting app, for example, should be about balancing B2B networking exposure at the event with generating relevant, good quality leads.
What does efficient matchmaking mean on the ground? It’s about saving precious time with mutually agreed-upon, personalized matches, offering a curated experience before, during and after the event, and respecting the privacy of hosted buyers by empowering them to choose whom they wish to connect with.
All these aspects of efficient matchmaking involve personalization. And the only way to offer a high degree of personalization on a large scale, with hundreds or thousands of hosted buyers, is through Artificial Intelligence (AI).
Here are a few ways Grip, powered by AI, offers an event app for hosted buyers meetings that helps event organizers personalize event matchmaking –
Grip’s pre-event professional matchmaking solution is to have attendees register using a social media account of their choice (such as LinkedIn), with our Artificial Intelligence engine then matching relevant parties. For event organizers, it’s goodbye to reams of spreadsheets and data-entry.
Pre-event meeting scheduling happens within hours rather than days. This happens after both parties have indicated a mutual interest in each other’s areas of business. Hosted buyers can ‘swipe right’ on individuals on their personalized list whom they’d be interested to meet, or left ‘skip’, if they’re not. Depending on how they interact with that list, a fresh set of prospects are generated, and so on. It’s a virtuous cycle of feedback and improvement. Once the other party also swipes ‘Interested’, it’s a ‘Handshake, and both parties can agree to a timeslot and location to meet. This can be changed or rescheduled as required.
As a first layer of privacy, Grip’s AI carefully curates the prospects shown to attendees. Hosted buyers and Exhibitors retain as much anonymity as they can handle.
Exhibitors need only to swipe ‘Interested’ on those prospects they reckon to be good quality leads. This sifts out opportunists in unrelated businesses trying to stuff their meeting calendars for a post-event report.
Hosted buyers have their own, unique set of digital content the moment they open the app, with personalized recommendations of which speaker best suits their interest. (Smart) Attendee Lists mean no more ‘networking roulette’ with whom they might meet.
On-location, hosted buyers enjoy real-time recommendations. That means that, in the midst of the event, the AI recommendation engine acts as a virtual concierge, making recommendations in real time, and learning from the hosted buyer’s interaction with it to source new prospects for their personalized list.
Top event organizers know that exhibitors sign up for tradeshows for B2B marketing – to generate new business leads through event networking. For most exhibitors, the main goal of exhibiting at a tradeshow is to make meaningful connections that justify their investment of time and money on that event.
To stand out from the competition, event organizers must offer the best tradeshow experience for exhibitors. This means facilitating good quality business leads for exhibitors with high-value attendees such as hosted buyers, such as through the use of B2B matchmaking tools that connect both parties.
The current issue for exhibitors with tradeshow leads is a familiar one — too much quantity over quality. Not all ‘leads’ are equal. When exhibitors go for quantity over quality, ‘swiping’ or collecting as many business cards as possible, it creates too many poor quality leads. Many exhibitors also do not consider what other data they need to capture beyond what’s on the attendee’s badge. This rarely gives them enough information to evaluate the real value of a lead.
The other issue is simply a question of logistics. Tradeshow events are often held in vast, disorientating spaces. Exhibitors are at the mercy of swag-hunters or the random footfall that passes their booths. Too many serendipitous connections are still left to random chance – booth location, perhaps, or what is happening onsite at that moment of time. (This explains how a staggering 87% of leads captured at tradeshows – costing hundreds of millions of dollars in unrealized business opportunities – are not followed up on.)
Happily, event technology solutions like Grip are on hand for savvy event organizers to improve exhibitors’ lead capture process.
Powered by Artificial Intelligence, Grip is an event networking app using machine learning that personalizes B2B networking to generate high-quality tradeshow business leads.
Unlike most lead capture apps, Grip is not restricted to exhibitor, location of booth, or platform – it can be offered to all tradeshow attendees before, during and after an event. Its Artificial Intelligence matchmaking engine enables pre-event, onsite, and post-meeting scheduling.
Grip removes a lot of the hard work of B2B matchmaking. Tedious form-filling, data-entry spreadsheets, chasing up on meeting schedules, and last-minute changes can be minimized, through the simple use of registration through a networking account or social media. With the ability to prospect who is going to be there ahead of time, this is also when meetings can be scheduled, to make the most of exhibitors’ time from the start of the event.
Badge scanning linked with social media profiles enable real-time insights on prospective buyers’ networking intentions and how well this matches exhibitors’ offerings. Exhibitors can download their leads to CRM systems, such as Salesforce, in a .csv file. As users interact with Grip in the course of the event, the AI recommendations improve, presenting more opportunities for serendipitous, meaningful connections.
It’s the best of both worlds – exhibitors take advantage of the enormous exposure to networking situations that tradeshows bring, with a quality lead generation strategy fortified by the power of Grip’s AI.
We are Grip, a professional networking app for events. Grip empowers professionals to achieve their networking potential. The Grip matchmaking app connects delegates, speakers, and exhibitors in a fast and simple way.