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February 3, 2009

London venue installs groundbreaking ROI technology

Fish Software has concluded an agreement to permanently install its RTMS (real time measurement system) in ExCeL London.

This is the first permanent installation of this technology anywhere, leading ExCeL to claim that it is “the world’s first truly smart event space”.

The Fish technology leverages RFID (radio frequency identification) to measure the exact location of every visitor to an event, with an accuracy of six inches, every second – providing highly detailed measurement, analysis and benchmarking tools for organisers and exhibitors and an interactive and personalised event experience for visitors.

Visitor experience
The unique technology measures visitor traffic flows, dwell time, staff engagements, information requests and seminar attendance, all of which can be cross-referenced against aggregated delegate demographic data in real time.

Visitors benefit from a personalised show experience and enhanced interactivity as they request information to be automatically delivered to them, see exactly where they are on a digital sign or mobile phone and create a network of contacts they have made at the show.

Online accuracy
As a tool for measuring return on investment (ROI), the technology places events on a level footing with the internet, as every aspect of the exhibitor’s stand presence is able to be measured with exceptional accuracy, as well as the technology functioning as an automated lead capture device.

The average length of time visitors spend on a stand, what products and services they look at, which members of staff they talk to and which products they request information about are all measurable and able to be subdivided against any specific demographic.

Route to success
“This fabulous technology will revolutionise the industry and will enable us to work even more closely with our clients to help them and their customers consistently deliver successful results, and ultimately events,” said ExCeL London chief executive Kevin Murphy.
“Permanent installation of the Fish technology in the halls will allow all events, no matter what their size or nature, to benefit. We have, yet again, taken the lead to further invest in, and fully support, our customers with this venue wide installation.”
Major leap
Commenting on the move, Fish’s chief executive, Michael Gilvar, said: “This real-time technology will enable the exhibition industry to make the big jump. Our ability to deliver powerful insightful measurement tools will move events from the bottom of the media totem pole, to the top, even eclipsing the capacity of the internet to deliver actionable measurement and data.

“The closest comparison is Google, with huge reciprocal benefits being delivered to Internet users while powerful data and relevant messages are delivered for advertisers. The Fish system will drive a host of benefits for the event delegates that in turn drive better messaging and measurement for exhibitors.”
Meanwhile, Alastair Gornall, chief executive at Reed Exhibitions, welcomed the initiative from an organiser’s perspective. ''Never before has the ability to measure ROI been more important than in these troubled times and the Fish software looks very promising,” he said. “However, this  exciting new development only makes real commercial sense if the equipment is hard wired into the halls so any developments along these lines are most welcome.''

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