Live Group has announced the relaunch of its AudienceDNA profiling
tool as the agency aims to put personalisation at the heart of its offer.
The relaunch aims to make
the product more accessible to a wider audience, enabling broader understanding
across event audiences. AudienceDNA
is rooted in the understanding of audience personalities, and the intelligent,
psychology-based, profiling needed to create events and experiences that are
directed by personal preference.
AudienceDNA
has been implemented across Live Group client events since its inception in 2021.
This relaunch of the product aligns with Live Group's commitment to diversity,
equity, and inclusion (DEI), reflecting the belief that understanding
differences is crucial to building more inclusive event experiences.
“AudienceDNA
is a philosophy that helps us, and our clients, reframe the way we communicate,
engage and design events environment,” said Bruce Rose, head of strategy at Live Group. “It helps organisations to collect data from the moment delegates
register and throughout the event. This deepens their understanding of diverse
audience behaviours, paving the way for more meaningful, personalised
engagement.”
AudienceDNA decodes
people’s learning, communication and networking styles, derived from 16
distinctive personality profiles. The group believes that this framework can be
adopted across events, and even other workplace environments. Live Group also
believes this latest development of AudienceDNA represents a breakthrough in the
unfulfilled promise of personalisation.
“AudienceDNA and the
data and insights it brings us lays the foundation for our upcoming AI-powered
engagement platform,” added Stephen D. Pickett, managing director of Live Group. “The latest technology allows us to process massive amounts of data faster, be
able to draw insights from it, and feedback to our digital platform constantly,
making dynamic personalisation down to individual level feasible.”
Live Group’s new
platform, set to launch later this year, will aim to elevate audience
experiences through AI and machine learning, enabling businesses to better
understand and engage with their audiences in real time.
