Global events and engagement agency Live Group has launched AudienceDNA, an audience-profiling tool for the events industry.
AudienceDNA works by giving organisations insight into their audiences to help them create content that’s customised for every attendee, to increase engagement, ROI and results, and to reduce waste.
The development of AudienceDNA has been spearheaded by Live Group’s newly appointed head of audience, Bruce Rose.
He said: “For too long, the events industry has ignored the diversity of its audiences to deliver ‘one-size-fits-most’ experiences. But people have changed. Everyone now expects personalised, engaging experiences at work and play –thanks to entertainment apps, they are acutely aware of what technology can do and they expect the same instant access, easy to use, personalised experiences. With AudienceDNA, this is now possible in the events space.”
Available exclusively to Live Group clients, AudienceDNA works by asking audiences to answer a handful of questions. Live Group then analyses the data to determine the personality make-up of the audience and marries insight with intelligence to shape an event around the people attending it.
The data includes questions around: venue, location and format, the balance of networking and learning, the type of speakers and sessions, the way information is delivered as well as the numbers of rest and reflection breaks.
