Organiser voice Main Stage Duo / Fireside Chat
Main Stage sponsored by
Register to attend
Open in live agenda
View full agenda
Event success has too often been driven by subjective client opinions. A CMO or marketing director would walk the floor at 10 AM and declare, "It feels really busy". Frequency-based heat mapping solved this by providing actual footfall and dwell time data. But while heat maps track how elements attract people, they are no longer insightful or compelling enough to fundamentally change how we design spaces.
In this session, Mark Hutchinson (MD) and Adam EL-Bir (Business Development) from INCEPTION Worldwide reveal the next tier of event analytics. Drawing on recent activations, from global retail pop-ups to B2B demo spaces, they will unpack why base-layer tracking isn't enough , and how the industry must pivot to camera-led AI.
By recording visual space data and uploading it into AI models , event professionals can move past simply tracking the past to actively predicting future layouts. This creates a compound effect of learnings that drives "insights before design".
Attendees will learn:
- The Subjectivity Trap: Why relying on "it felt busy" or basic dwell times fails to provide the insights needed to optimise high-value B2B demos.
- The Camera-Led AI Shift: How capturing real-time visual data and running it through AI is the true key to mapping out future spaces.
- Selling Insights to the CMO: How business development teams can leverage these compounded data learnings to win pitches and sell strategic value to C-suite stakeholders.
Speakers
Adam Elbir drives Business Development at INCEPTION Worldwide. With a sharp focus on commercial growth and client success, Adam specialises in aligning highly creative, immersive event designs with the demand-generation goals of global brands. He is passionate about bridging the gap between experiential marketing and measurable ROI, helping clients leverage tracking tech and data to prove the commercial value of their events.
With over 15 years of hands-on experience, I've had the privilege of working with top global brands. From creating captivating pop-ups and designing sales and marketing suites to orchestrating seamless conferences and trade shows, my portfolio spans diverse formats. Yet, regardless of the medium, my approach remains consistent: a blend of strategic insight, meticulous planning, and a creative touch that transforms events into memorable brand experiences.
What unites all successful design and brand experiences is a solid strategy that underpins every project. Meticulous planning ensures flawless execution, while the creative touch brings everything to life, forging a lasting connection with the audience.
Having collaborated with renowned brands worldwide, I understand the importance of tailoring experiences to resonate with diverse audiences.