Each year, our Fab 50 program provides a list of the top fabricators serving the event and trade show industry in an effort to simplify the exhibit partner selection process. This year, in addition to the 2016 Fab 50 lineup, we offered a deeper dive into the state of the fabrication industry, including the role of data collection. Following is an insider look at how—and why—to optimize data collection with Aidan Corish, owner and cco at Tangram.
EM: What kinds of tech trends are popping up in the exhibit space?
AC: The biggest change we have seen with some clients, and I would say it’s the real defining change for the future, is data. We’re living in the world of big data and data collection and it’s one of the big things we’ve been working with our clients on—listening to social media and engaging the customer even before the event takes place.
EM: What is Tangram’s data mining strategy?
AC: We work with a strategic partner in this area. We listen to countless sources of relevant information, up to 350 million sources. It’s all public information… We’re listening to complaint sites, customer review sites, online news outlets, digital content from competitors in the industry.
EM: How are you leveraging social listening data?
AC: We listen to what’s being said, use that information, and then listen during the event and after the event and gauge the success against some predetermined metrics… The real value is by taking all of this information and distilling it and coming up with “What are people really saying about our product?” It’s the idea of being able to listen to your customer, find out who they are and where they want to go and then use your knowledge and technology to bring them there.