Data-driving event design is huge in China this year: Freeman

China ECD Kestrel Lee on how data collection is a driving force for the physical elements of event design.

Kestrel Lee, executive creative director, China, Freeman, says that data is the all-important factor in event design in China, and he expects it to be “big” this year.

He said: “Data allows us to know things like how many people registered, which part of the booth or product they spend the most time in, create heat maps, and allow us to push certain offers, and to get them to leave certain information behind.

“The design is more than just a physical environment, the design is cutting into a virtual environment because it’s being integrated with data management, collection, and analytics.”

He also advices brands on not jumping into AI “straight off the bat”. According to him, it’s important to have a decent pool of data to draw lines of algorithm and logic before considering going down the AI route three or four years later.

“The good thing about China, when it comes to data, it’s something that people are used to. They know they’re being tracked, and they’re okay with how the data is being used,” he said.


Related Articles

Just Published

1 day ago

Southeast’s Asia’s top 50 brands 2024

Customers who participated in a comprehensive research survey conducted by Milieu Insight and Campaign rated Samsung and Shopee at the top of their list. View the other 48 brands who made the cut.

1 day ago

June APAC advertiser of the month: Lazada

Lazada dominates ad awareness in Singapore with an impressive surge, backed by a creative multi-channel campaign and blockbuster 6.6 sales event.

1 day ago

Asia-Pacific Power List 2024: Boonthida Ratanavilaik...

When it comes to delivering effective marketing with a socially responsible approach, this logistics industry veteran delivers.