Event Guidance is working with “The Marketing Arm”, a global leader in experiential events, to provide leading edge analytics for their 2015-16, AT&T mobile activation at the United Center in Chicago.   Over 30 different metrics will be collected by Event Guidance software at each home game for the Chicago Bulls and Chicago Blackhawks. This data will be used to determine the actual R.O.I. of the events, and provide The Marketing Arm with the ability to make better onsite decisions about their consumer behavior patterns.