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Event Measurement: An Interview with Rick Borovoy
Rick Borovoy, CTO of nTAG, has pioneered real time event networking and technology. We recently had an insightful conversation with Rick about results-driven events and how technology is changing the event industry
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 Rick, the event industry is more focused than ever on efficiency, measurement and event results. Lately we've heard about Event Data Management. Can you define that term for us and how it can help the industry bring more value to events?
Event Data Management (EDM) solutions enable event organizers to collect, store and analyze event information to determine return on investment (ROI) and/or return on objectives (ROO). Event sponsor organizations are more focused on delivering results and getting the most out of their event budgets. They are no longer satisfied with simple attendance and attendee satisfaction reports. To show that their events are strategic to their organizations, they are looking for a broader and deeper set of metrics, such as: What activities ensure positive attendee experience and future attendance?
Are there groups of attendees who are not finding value from the event, and how can we improve the event to reverse this? How many interactions are taking place between event sponsors and their target market, and how can we increase the |
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Tech3Partners WHITE PAPER: Event Data Management: The Next Killer App for the Meeting and Event Industry
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 EDM is the next natural, organic link in the evolution of the value chain for meetings, conferences, events, tradeshows, conventions, congresses, etc. EDM is the foundation for collection and integration of all relevant data, and flexible reporting of that data to address stakeholder needs. Some of the most innovative and exciting work in EDM we've seen is coming from companies who have been operating more at the physical event level, but have a sense of the strategic nature of the data they are able to supply and capture. Boston-based nTAG Interactive has pioneered an elaborate event communications system that uses a proprietary wearable computer (the nTAG) that is part nametag, part networking tool, part attendee tracker, part audience response/survey device, part message center, and provides lead generation and retrieval functionality. |
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CASE STUDY
John Fredette had a few challenges. As senior communications manager, he was organizing Lucent's annual supplier conference, "C2: Connecting at the Speed of Light", in June 2004, bringing 200 of Lucent's top suppliers together with 100 top Lucent executives. For the event to be a success, John needed to accomplish a few goals:
- • Build bridges between suppliers and key Lucent executives.
- • Educate suppliers on LucentŐs policies and products.
- • Enable Lucent to learn from its suppliers.
John also needed to be sure the event ran smoothly and that all the participants had a good time.
To help accomplish all these objectives, John turned to nTAG Interactive, the producer of the nTAG electronic name badge. nTAGs are small, wearable computers designed to make business events more productive and fun. Throughout C2, each attendee wore an nTAG interactive name badge instead of a normal paper badge. "I heard about nTAG from a colleague who had just attended another event that used them. He spoke highly of the positive effect the system had there, so we decided to try them," John said. "It was a great decision. The nTAGs were a highly effective conference tool." |
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Copyright © 2005, nTAG Interactive Corporation | 311 Summer Street, 5th Floor, Boston, MA 02210
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I recently assumed the role of CEO at nTAG and would like to take this opportunity to introduce myself. The gifted, hard-working nTAG team has much to be proud of; proven, innovative event data management solutions and a customer base that includes some of the world's best known and run companies. My goal is to help nTAG capitalize on its achievements for continued growth and innovation. 
