Summary
MRC Ventures collaborated with SingEx, a premier exhibition company in Singapore, to develop a personalized recommendation engine for their internal web application. This powerful AI system was built to transform the traditional event experience by analyzing participant behavior in real time to suggest relevant sessions, exhibitors, and networking opportunities. By delivering curated, individual-level recommendations, the engine significantly enhances attendee satisfaction, increases engagement, and fosters more meaningful professional connections, turning static event itineraries into dynamic, value-driven journeys.
Challenge:
Exhibitions and conferences host thousands of participants, each with unique professional goals and interests. However, the traditional event format presents a one-size-fits-all schedule, making it difficult for attendees to navigate the vast array of options and discover the most relevant content and connections. SingEx faced several key challenges:
- Information Overload: Attendees were often overwhelmed by packed schedules and extensive exhibitor lists, leading to missed opportunities.
- Generic Experience: Without personalization, participants received the same information, regardless of their industry, role, or objectives.
- Limited Networking: It was challenging for attendees to identify and connect with the most relevant peers or potential business partners among a sea of faces.
- Passive Engagement: Participants often followed a passive, pre-set schedule rather than actively engaging with the event’s full potential.
SingEx needed a solution to break through the noise and deliver a more tailored, engaging, and valuable experience for every participant.
Solution:
MRC Ventures designed and implemented a sophisticated recommendation engine that integrates seamlessly into SingEx’s internal web application. The system leverages machine learning to understand and adapt to each user’s journey throughout the event.
The core functionalities include:
- Participant Profile Analysis: The engine begins by analyzing attendee profiles, including job titles, industries, and stated interests, to build an initial understanding of their goals.
- Real-Time Behavior Tracking: The system monitors user interactions within the application, such as which sessions they view, which exhibitor profiles they click on, and how long they engage with specific content.
- Intelligent Recommendations: Using this data, the AI generates personalized suggestions in real time, including:
- Relevant Exhibitors: Highlighting booths and companies aligned with the attendee’s professional interests.
- Curated Sessions: Recommending talks, workshops, and panels based on their viewing history and profile.
- Targeted Networking: Suggesting connections with other participants who share similar interests or professional backgrounds.
- Personalized Content: Pushing relevant articles, whitepapers, and resources related to their activity.
Results and Impact:
The introduction of the recommendation engine has fundamentally enhanced the event experience for SingEx participants.
- Increased Participant Satisfaction: Attendees reported a more valuable and fulfilling event experience, as they could easily discover content and connections directly relevant to their needs.
- Higher Dwell Time: By continuously suggesting new and relevant opportunities, the engine encouraged participants to stay engaged with the event platform for longer periods.
- Fostered Meaningful Connections: The targeted networking suggestions led to a measurable increase in successful business connections and collaborations.
- Dynamic Event Experience: The solution successfully transformed the static event schedule into a dynamic, interactive, and curated journey for each individual, setting a new standard for participant engagement.