Analytics
Imagination + Ford
Imagination leverages Meshh’s Spatial Analytics technology to measure consumer behavior at Ford activations across a variety of auto shows and branded pop-up events.
The Challenge
Ford activates at a variety of auto shows annually where they showcase new vehicles and allow consumers to experience select new models in their test drive area. Imagination, representing Ford, wanted to analyze what product areas accrued the highest engagement and how visitors behaved once they walked inside the experience. Meshh created cohorts by brand affinity and product type such as EV vs Non-EV consumers. Additionally, Meshh measured how visitors behaved before and after they engaged with the test drive area.
Implementation
Meshh sensors were deployed at 7x touchpoints throughout Ford’s activation footprint including 6x dedicated product areas and a single sensor at the test drive experience. Cohorts by brand affinity were created based on time spent at the experience. EV cohorts were created based on the product areas a visitor engaged.
Insights + Actions
- Path of Travel: Identify consumers moved in a counter clockwise motion after entering the experience.
- Product Comparison: Highlight the vehicles that yielded the highest engagements and dwell times.
- Cohort Analysis: Analyze the behaviour differences between EV and Non-EV consumers. Identify the percentage overlap with the test drive area amongst both cohorts along with popular product areas.
- Test Drive: Highlight the products a visitor was likely to engage at both before and after their test drive experience. Identify the percentage of engagements that took advantage of a test drive.
- Event Comparison: Compare performance of key program elements across different auto shows and pop-up experiences.
Key Metrics
EV Engagement
Thirty-two percent of attendees first engaged with one of the EV products on display indicating excitement about the brand’s electric offerings.
Minutes Dwelled
At the Ford Explorer display indicating strong model affinity in key markets
Zones Engaged
On average consumers inside the Ford exhibit engaged with 3.97 individual zones.
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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