The Challenge
Reed Exhibitions approached G2 data dynamics with a requirement to support the UK branch of their Visitor Relationship Management (VRM) pilot program. The objectives being to segment and manage the Visitor base for future marketing activity, while at the same time allowing MI staff and Exhibition managers access to the on-line database.

The Solution

• A Single Customer View database with behavioural segmentation of Visitors (initially for one Exhibition)
• On-line access to the database for Reed Exhibition staff involved in the Exhibition
• Mapping of Visitor and Exhibitor Demographics to allow identification of areas requiring additional marketing focus
• Name & address matching of Pre-registering Visitors
• Post-show reports to highlight Visitor and Exhibitor behaviour
• Roll-out of above solution to other shows within the VRM Pilot

Results

• A visual, on-line tool allowing Exhibition managers more involvement in the campaign data selection process
• Much improved run-times for campaign selections and clear selection tracking process
• Identification of previous attendees, through Name & address matching of Pre-registering Visitors