NFL Draft
The NFL partnered with Meshh to optimize event operations, deliver sponsor success metrics, and inform year-over-year (YoY) strategy and planning at the 2023 NFL Draft in Kansas City.
The Challenge
Implementation
Meshh sensors were deployed at 40 touchpoints across entry/exit points, VIP area, draft viewing areas, sponsored activations, and activities. Entry point sensors were utilized to determine arrival behavior and the VIP section was used to create ticket type cohorts. Activities and partnered experiences were categorized by experience type to identify patterns of successful experiences for YoY planning.
Insights + Actions
- Sponsor Analysis: Engagement data to validate sponsors performance. Sponsors were plotted on a bubble chart to identify the most successful experiences across various metrics.
- Cohort Analysis: Analyze the behaviour differences between GAs, VIPs, Concert Goers, Superfans, Families and more when looking at arrival patterns, time on site, and engagement behaviour.
- Experience Analysis: Categorize experiences by Sampling, Photo Ops, Merchandise, and Activities. Measure the performance of each to inform YoY planning.
- Operational Data: Measure when visitors were likely to arrive each day, how long they dwelled on site, the likeliest path of travel after arriving from each gate, and overlap data between various experiences.
Key Metrics
Time on Site
Visitors on average spent 5hr and 16min on-site throughout Draft weekend
Multi-Day Visitors
16% of fans were seen on multiple days throughout the weekend
Partner Engagement
79% of fans engaged with at least one partner activation deployed at the NFL Draft
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.
Utilizing the Meshh sensor at our annual Touch a Truck event has allowed us to truly quantify the impact of our biggest seasonal event to prospective vendors and sponsors. As a free, community event it can be difficult to articulate exactly the type of value our partners will get out of their investment, and Meshh data is an invaluable tool to demonstrate attendee engagement. I would highly recommend this technology.
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