For all but the shortest, simplest events, your event credential (badge or wristband) will incorporate either a QR code or an embedded RFID chip. Both store data about the attendee and can be scanned by reader hardware at various points and for various purposes throughout the event.
For example, attendees may need to scan their wristband or badge in order to enter a dining area or a conference session. Or they may scan their credential then answer a survey question in order to participate in an activity.
QR codes and RFID chips each have their relative advantages and disadvantages. QR codes are less expensive to implement and can be read natively by most mobile phones, so there’s no need for special reader hardware. However, they are slower to use and can be difficult to read in low-light conditions.
RFID technology is a bigger investment but is also more secure. RFID chips are read based on proximity using near-field communication (NFC) technology rather than visual recognition, so they are fast to scan and usable in any lighting conditions. In addition, they enable you to passively collect data both on individual attendee actions as well as broader traffic flow (e.g., monitoring if certain areas were crowded or had large numbers of attendees passing through at specific times) though long-range scanning capabilities.
Credentials incorporating RFID technology let you easily track individual attendee activity on a granular level, such as which sessions the person attended and which booths or stations he or she visited.
Gathering event data using RFID technology lets you track attendees “interacting with subject matter relevant to a business…the same as a digital ad or website” visit may be measured using a tool like Google Analytics. “The difference is that people spend days at an event, while a website averaging 2-3 minutes per session is considered good.”
To unleash the strategic value of you events, make them a central part of collecting data and directing your marketing strategy.