What role does data transparency play in building trust with stakeholders in event marketing? Marco: I love this question, because this is at the center of what data analytics is about: transparency and rigor, which can build trust. Statistics is at the foundation of the methodology. From those who are answering the surveys (stakeholders) to having a statistically significant pool of people validating to achieve brand incrementality, based on marketing objectives is one part. There are a few other parts to the methodology that powers the algorithm, but I’m so excited to contribute to my industry, in a new way!
How does Onxite ensure that its platform remains user-friendly while providing complex data analytics? Marco: I know that everyone is talking about Ai and of course, that is one way. There are two more ways that I believe will create a stronger event marketing workforce, through Onxite: 1). Developing learning tools to infuse learning about strategy and why measurement is important. 2). Continue to innovate, by listening to our users, and being in the trenches.
Onxite to me is not just a solution to make the process better, yes, that will be one part, but Onxite to me will be an ecosystem for branded live experiences where measurement is at the center of the two main protagonists: the brand and its target audience.
What future innovations do you envision for Onxite as the platform continues to evolve? Marco: There are many, the goal is to build an ecosystem for our industry. The ones coming up, are Ai footprints (get it? like in the live space 😊) where not only does our Ai provide you with the insights from reporting on a single event or a group of them but also helps you in the planning process strategically. Integrations with hardware technology and ticketing systems are also part of the roadmap, and continuing to learn, making seismic changes to improve the industry and empower event marketers with knowledge!
By providing brands, agencies, and properties with the insights they need to optimize their sponsorship strategies, Onxite is setting a new standard for transparency and effectiveness in the event industry.