Scion Measures Impact at Auto Show Using Event Guidance Behavioral Analytics
Proximity Trace™ System Objectively Measures Value of Key Exhibit Activities
Event Guidance is the industry leader in behavioral analytics for touring events. One of the largest such U.S. tours are the auto shows that move between major cities across the country. Event Guidance was retained by George P. Johnson (GPJ), the world’s largest experiential marketing company, to monitor three groups of attendees at the 2015 New York Auto Show for Scion, a Toyota brand that targets Generation Y consumers.
Using the behavioral analytics provided by Event’s Guidance’s Proximity Trace™ software, Scion was able to objectively measure the impact of two key ancillary elements of the company’s show experience. The first was an off-site press event that took place a day before the auto show.
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