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

3 hours ago

Performance marketing, is it really effective?

Following Airbnb's move to shift spend out of performance, five performance-marketing experts from across Asia-Pacific discuss where the brand may have gone wrong and argue the value of balancing performance with brand.

4 hours ago

DDB's hard-driving culture delivers wins, but at ...

AGENCY REPORT CARD: A dogged pursuit of pitches pays off in terms of new business, but our concerns about a lack of innovation and the network’s employee churn remain.

4 hours ago

Let’s call time on the masculinity of beer

It's no wonder many women don't feel beer is a drink for them when much of the sector's most famous advertising—including for AB InBev's brands—has been so geared towards men.

4 hours ago

Standard Chartered to use Dentsu Curate to drive ...

This win follows a pilot project across 30 markets using a made-in-APAC programmatic solution, which resulted in a more than twofold improvement in both campaign efficiency and video completion rate, according to the agency.