The Dawn of Live Engagement Marketing: The Ultimate Convergence of the Physical and Digital Worlds

Source: Reuters

1997

Source: REUTERS/Korea Baduk

2016

Logical Inference

Machine Learning

Machine Learning Machine Learning is an engineering discipline that gives computers the

ability to learn based on pattern recognition, without being

explicitly programmed. 

WHY NOW?

The biggest players are making a bet on the power of Machine Learning.

WHY DOES THIS MATTER?

Live Meetings are Bursting withPowerful Data Signals

To unlock this value of this data, we need to weave technology into our

live experiences.

LET’S TAKE A POLL

STATE OF THE INDUSTRY

IMEX America• 3,250 exhibiting companies• 3,000 hosted buyers• 60,000 appointments

$1.5B in events-related investments since 2011

Source: Marco Giberti, CEIR

Source: American Express Meetings and Events

Since 2013, attendee app adoption increased by

19%Source: DoubleDutch

Since 2014, attendee engagement increased by

26%Source: DoubleDutch

Adoption rate

Time spent per user per day

(minutes)

Actionsper user

70% 37 183ENGAGEMENT

SUCCESS

The digital and physical experiences are merging.

The best event professionals are designing robust experiences that

incorporate the best of both worlds.

Live Engagement Marketing (LEM)

The discipline of applying digital marketing methodologies

to live meetings and events.

3 Stages

Engagement

Reporting

Response

4 Big Ways to Use LEM Data Today

Influence Assisted

Serendipity

Create New Business Models

Complete the

Missing DataPuzzle

AccelerateBusiness

Outcomes

LEM Campaigns During Event

TAKEAWAYSMachine Learning is going to change everything.Events contain the most valuable B2B dataset in

the world.LEM is the discipline of weaving digital into your

F2F experiences.You hold the key to unlocking the power of this

data.

Cassie MuniakBlackRock

Associate, Digital Marketing

 Chris PendleyMesse Frankfurt

E-Media Manager

 Emily MalinBosch

Business Consultant

 Gretchen DeKnikker

SaaStrCOO

 Hana AbazaUberflipHead of Strategy

Lauren VaccarelloBox

VP of Marketing

Sam WheatleyGainsight

Director, Brand Development