# **News UK/Cheltenham Science Festival**
### Standalytics worked with News UK at the Cheltenham Science Festival to capture and evaluate the success of their participation at the event.
#### **The Challenge**
Companies sponsor a range of events and activities hoping for increased brand exposure and ultimately a boost in sales and supporters. Effective analysis of participation in events is very difficult. How can you get accurate footfall information, demographics of visitors, engagement rates of those who attended and assess the ongoing benefit of your activation? Budgets are increasingly tight and knowing how, when and where to spend your marketing budget to get the best value is hugely important.
#### **The Solution**
Standalytics can tell you exactly how successful your event was. Detailed data captured by our easily installed system will give you the evidence you need to decide if your budget was well spent. We can give you precise footfall figures, conversion rates of passers-by to interested visitors, and with our social sign-in system we can add demographic data and contact details enabling you to build a relationship with the people who attended the event. Up to 90% of people have a WiFi enabled device with them. We can pick up anyone who does, giving you access to how many of them walked past your display and how many of them stopped to find out more. We can also set up Standalytics ID - free WiFi with social sign-in, allowing you to capture visitors contact details and demographic information.
#### **The Data - Visitor Numbers**
Festival and event organisers can tell you how many tickets they have sold and give you a rough idea of footfall. From our sensors at the Cheltenham Science Festival we can easily see how may people passed by the News UK area on each of the six days.
#### **The Data - Engagement Rates**
Once we know how many people were nearby we can also look at the conversion rate to engaged visitors and get a picture of the average length of time people stopped. Great for evaluating this event and invaluable for planning future activity. The rate varies by day and time, and we can break it down to as little as five minute intervals to get a precise idea of when visitors were attracted to stop and when they weren't.
#### **The Data - Social Sign In**
Everyone loves free WiFi and offering it to attendees in return for social sign-in is an easy way to capture contact details and information about the type of people you are engaging with. From the Cheltenham Science Festival we have a clear breakdown of preferred sign in method along with the age and gender of those who engaged. Useful to access whether the audience there were the target demographic, and also helpful for planning future communications based on people's network of choice.
#### **The Challenge**
News UK were hoping for subscription sign-ups from their activity at the Cheltenham Science Festival. They weren't as successful as they had hoped to be and we have advised that it may have been because the sign-up process was too complicated once people had signed in and accessed the free WiFi. We always try to work closely with the companies we provide Standalytics and Standalytics ID to, to help maximise the value of the technology.
#### **The Future**
News UK can effectively analyse the return on their investment in the Cheltenham Science Festival and assess whether the benefits are justified. They have a precise figure of footfall, conversion rate to engaged visitors, and demographic data for those who used Standalytics ID social sign-in. In future years they can use all of this information, along with data from all of their other marketing activity to carefully plan their spending to maximum effect.