Transform How You Measure Major Events & Understand The Halo Effect

Major events—whether festivals, sporting matches, or cultural exhibitions—are transformative moments for communities and businesses alike. They draw crowds, boost local economies, and create lasting memories. However, behind the excitement lies a critical question:

How do you measure the success of a major event?

Effective event measurement is essential for stakeholders to understand what worked, identify areas for improvement, and demonstrate value to sponsors, key stakeholders, and the community.

The Importance of Measuring Major Events

1. Economic Impact: Events often drive significant revenue for local businesses, but quantifying this impact requires accurate data on foot traffic and business performance during and after the event.
2. Visitor Insights: Understanding who attended—demographics, travel patterns, and behaviour—also the ability to attract larger and more diverse audiences.
3. Engagement: Beyond attendance, measuring how visitors interacted with the event, such as dwell time participation in specific activations, cross visitation to other precincts or wider area on the same day, offers a deeper understanding of success.
4. Operational Efficiency: Identifying access routes can help streamline logistics for future events.
5. Community and Stakeholder Value: Demonstrating the event’s social, cultural, and economic benefits builds trust with local communities and reinforces stakeholder support.

Challenges in Major Event Measurement

Traditional methods like surveys, manual head counts, and anecdotal feedback are often time-consuming, expensive, and incomplete. They provide a snapshot rather than a full picture, making it difficult to assess real-time outcomes or long-term impact.

What’s needed is a more dynamic, precise, and actionable approach to event measurement.

How Pathzz Revolutionises Major Event Measurement

Pathzz provides cutting-edge tools to transform how major events are measured, offering real-time, data-driven insights that go beyond the basics. 

Here’s how Pathzz can help:

• Real-Time Foot Traffic Analysis: Track crowd movement patterns before, during, and after events to understand how visitors interact with the space. This insight helps optimise layouts, vendor placements, and event schedules.
• Visitor Demographics: Pathzz leverages anonymised data to provide a clear picture of who attended your event, including their age, income and gender, enabling better targeting for future marketing campaigns.
• Catchment Area Insights: Discover where attendees are coming from—whether local neighbourhoods or interstate regions—helping you fine-tune your promotional efforts and partnerships.
• Brand Affinity: Gain insights into attendees’ brand preferences to attract and secure the right sponsorship partners.
• Event ROI Measurement: Quantify the ‘halo’ impact of an event, including increased foot traffic to nearby businesses and same day cross visitation to justify investments and secure future sponsorships.
• Benchmarking Performance: Compare your event’s metrics to similar events (anywhere in the country!) or past iterations, identifying trends and areas for improvement.

Turning Insights into Action

With Pathzz, you gain access to real-time insights that empower better decision-making at every stage—before, during, and after the event. From planning optimal layouts to evaluating success and securing sponsorships, Pathzz transforms complex data into actionable strategies for driving future success.