Forge SP gets set to help experiential events with analysis

Forge Special Projects (Forge SP), an event technology company building innovative products for events via its Exposure event analytics platform, is targeting experiential agencies and brand managers with its new range of location based data tools, Exposure Flow and Exposure Solo.

The new suite of analytics provides insightful data that assists agencies and brand managers to measure the effectiveness of specific stands and experiences during live events. The real-time nature of Exposure Solo in particular offers the possibility of delivering live A/B testing in the field to optimise experiential performance. By testing on the day, event agencies can tweak the positioning of stands or enhance the experience to deliver a better performance.

Exposure Flow maps how visitors move around an event and provides detailed information on popular routes and paths around an event floor or external space providing detailed data on how visitors interact with stands at events. Unlike other systems such as RFID and iBeacon, Exposure Flow works through a smartphone’s Wi-Fi network to produce the data, minimising investment in technology and avoiding intrusive applications.

Exposure Solo provides more detailed analytics both in real time and after the event with information including passing traffic, engaged visitors, conversion ratio, new visitors, returning visitors and average dwell time by capturing data via a sensor which is pre-configured and placed on a stand or desired location.

Forge SP’s founder and chief  technology officer, Jeremy Rollinson, says: “We are passionate about building technology that creates better events and our event analytics products help event organisers and exhibiting brands gather unique and meaningful data which will help measure the value of their marketing activity.”