RSA Conference

Keeping track of the conference

With nearly 14,000 people on the venues’ Wi-Fi, the RSA Conference needed to ensure seamless, reliable Wi-Fi connectivity. This was achieved by integrating the venue’s Wi-Fi network with Kloudspot’s software-defined wireless network to create a heat-map showing the density, and movement, of attendees across the entire venue. When an area became busy, i.e. during keynote talks, the data connectivity was automatically adjusted to adapt to the increased usage with minimal interruption.

The customizable Wi-Fi guest portal also meant the RSA Conference was able to connect with attendees to keep them informed, and to deliver contextual advertising based on their location, job title, and behavior during the conference – increasing engagement and ROI for advertisers. This information could also be sent to attendees via email, SMS, and digital displays.

In addition to the Wi-Fi capabilities, Kloudspot were also able to recognize attendee intent, precision movement, and dwell-time through the use of passive IoT sensors, called KloudSensors. These sensors translated physical movements and actions into digital data that was then fed into Kloudspot’s Situational Awareness and Intelligence Platform. Kloudspot then compiled this movement data with data from attendee badge types, employees, service providers, and the press, and used the resulting information to provide the RSA Conference organizers with real-time insights into attendee behavior and intent, and booth attendance.

Getting boots into booths

One of the key objectives of the RSA Conference was to make sure every exhibitor booth attracted its expected share of attendee traffic and experienced meaningful interactions. So, Kloudspot equipped the RSA Conference with real-time data on booth attendance across different zones, and the types of attendees, providing insights into the movement of people by title and key job function. This meant that organizers could quickly identify cold-zones or booths that were receiving less-than-expected traffic and implement corrective measures to improve footfall.

Kloudspot was also able to provide attendance data for key events, such as keynote talks, product launches, and brand promotions

Turning insights into actions

The data gathered on attendee behavior, booth attendance, and dwell-time in the various booths didn’t just allow the RSA Conference owners to improve booth performance for exhibitors, it also provided valuable insights into industry objectives, needs, and preferences. For example, CTs and CISOs visiting a particular technology booth provided insights into industry preference for certain technologies, as well as an indicator of potential focus areas for upcoming events. These insights meant that the RSA Conference was able to gather valuable metrics on expectations and the experiences of attendees, exhibitors, and service providers – enabling them to optimize their offerings and services going forward.

Furthermore, real-time reports on attendee traffic, crowd congregation, and attendee density by time, day, and week, helped everyone involved plan their resources, adjust staffing levels, and calculate service pricing.

An amazing experience for all

RSA Conference organizers wanted to create an amazing experience that benefited attendees, exhibitors, and themselves. Kloudspot provided the technology platform that helped make this happen. By making data-driven decisions based on real-time analytics, the RSA Conference were able to transform the way they conducted this event and all those to come in the future.

Kloudspot’s situation awareness and engagement platform provided deep, actionable insights that meant the RSA Conference was able to improve performance and engagement in real-time during the 2019 event, and take away valuable learnings that could help them continue to deliver amazing experiences in the years to come.