Pico X — the innovation unit of Pico Group — has taken the group’s
data services up a notch via analytics, machine-learning and applied
artificial intelligence (AI) with the launch of its ExQ Experience
The ExQ Experience Analytics is a new data analytics solution powered
by AI that effectively measures, compares and optimises audience
experiences to drive return on experience (ROE) and return on investment
(ROI). This in turn could help bring better data-driven decision making
and measurement into the events industry.
This innovation aims to soothe the pain points caused by today’s big
data environment. The amount of data to be gathered and analysed is
increasing exponentially as the events industry moves towards virtual
events — some even held in the metaverse — and companies may find it
extremely costly and/or complicated to process this data.
ExQ Experience Analytics not only helps event organisers analyse their
performance in a cost-effective manner, it can also pinpoint project
weaknesses using a scoring system based on comprehensive data points.
By leveraging small but robust first party data sets, event
organisers will be able to derive more insights of their data, and
discover solutions to enhance event experiences in the future. The data
can be fully integrated into brand activations and always-on engagement
Additionally, ExQ Experience Analytics include:
• Access to ExQ Score benchmarks
• Live monitoring of audience engagement and experience optimisation insights
• Insights into data-informed content programming
• Use of machine-learning and AI to identify potential issues
• Provision of execution transparency to clients and internal stakeholders
In its soft launch during the last 24 months, ExQ Experience
Analytics has been applied to some 70 projects from a wide spectrum of
business sectors globally.
Event organisers can test out a more basic version of the ExQ
Experience Analytics platform before fully committing to it. The ExQ
Lite Calculator that lets them experiment with project variables and
look at the outcomes. It quantifies the impact of experiences using the
metrics of ‘Relevance’, ‘Attention’ and ‘Interest’.