BEACON TECHNOLOGY UNDERUTILISED
DATALICIOUS chief executive officer and founder Christian Barten (pictured) believes that beacon technology should be adopted in the exhibitions sector.
The location-based software, commonly used in retail applications, works by connecting the consumer’s mobile phone to ‘beacons’ in the physical world, which then broadcast metadata to companies to influence shopping behaviour.
“Everybody talks about it, but I haven’t really seen it used yet,” said Barten at the Exhibition and Event Assocation of Australasia’s annual conference in Sydney yesterday.
“Right now you see people walk through the door and that’s it,” he said, but with beacon technology exhibition organisers would be able to gather valuable information on attendees and find out what the most popular and least popular stands are at a show were.
He said the data could then help organisers choose the best exhibitors for their events, as well as provide information on the content show-goers were specifically looking for, giving exhibitors an opportunity to better plan their stands for maximum engagement.