Analytics
Chevron Houston Marathon
Going into their 3rd year in 2025, Momentum continues to leverage Meshh to measure the Chevron activation at the Houston Marathon expo to analyze visitor behavior and improve YoY performance.
The Challenge
In 2025, Momentum deployed Meshh sensors at the Houston Marathon Expo at 4x different touchpoints inside the Chevron activation. Each touchpoint consisted of a different experience such as a T-Shirt printing area and cheer card creation stands for marathon runners. One touchpoint generated significant queues throughout the experience and the Momentum team wanted to improve YoY flow and engagement across all touchpoints. Additionally, the location of the activation differed on a YoY basis and the team wanted to measure how that affected exposure and engagement.
Implementation
Meshh sensors were deployed at the same 4x touchpoints across all three years of measurement. Meshh analyst team ran custom analysis such as path of travel, queue times, and first engagement analysis to understand booth flow and orientation. Industry benchmarks were included to initially compare performance for the first event year. However, the performance in 2023 served as the benchmark for sequential measurements. The Meshh accounts team analyzed the findings and visualized the data in a digestible format for the Momentum team to present to their stakeholders.
Insights + Actions
- YoY Analysis: Insight into the product booth engagement and performance across each touchpoint YoY to understand if the experience was yielding higher conversion rate, dwell time and repeat rate.
- Location Analysis: Measure exposure and impressions YoY to analyze if a certain location inside the expo accrued higher visibility based on the expo orientation and flow.
- Activation Layout: Granular insight into visitor behavior such as the average number of touchpoints a visitor engaged. Momentum leveraged this metric as a historical benchmark to understand if adjustments to the activation layout encouraged visitors to engage with more touchpoints.
- Dwell Time Analysis: Measured YoY how dwell times differed based on the number of touchpoints a visitor was likely to engage. Demonstrated
- Asset Comparison: Comparative analysis across metrics such as dwell time, conversion rate, and repeat rate from each touchpoint to analyse where engagement time was spent.
- Staffing: Daily traffic numbers and traffic over time charts to analyse when engagement bottlenecks are likely to occur and inform decisions on staffing.
Key Metrics
Engagement Rate
Visitors were likely to engage with 85% of the available touchpoints in 2025– a 9% increase compared to 2023.
Minutes
Chevron increased their average dwell time by 3.5 minutes from 2023 to 2025.
Early Enagements
41% of engagements came within the first two hours of the event each day.
What Our Clients Say
Meshh has provided invaluable insight into our business needs time and time again, helping us make informed decisions. As a client for over six years, we’ve experienced their unwavering support across numerous events in our global network. They consistently go the extra mile to deliver quality service.
Meshh has brought our ability to capture event insights to the next level. We can now determine the success of our brand activations using data collected from audience patterns and have moved away from relying solely on lead capture
The metrics and insights Meshh provide are invaluable to our client experience. They consistently provide expert analysis through accurate insights and leverage the power of storytelling through data. Their product quality and exceptional customer service consistently puts them above other competitors in the data tracking field.
Partnering with the Meshh team has been an exceptional experience. Their collaborative approach and commitment to developing tailored solutions for our clients highlights their dedication and passion to their service offering. Their ability to clearly explain the nuances of the technology and reporting provides confidence and reinforces their role as a trusted partner.
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