Challenge
At Hannover Messe 2025, Emerson set out to evolve its trade show approach—from showcasing products to capturing actionable insights. With strong messaging and proven demos already in place, the team’s goal was to better understand attendee behavior, refine staff engagement, and quantify booth performance using real data.
Solution
STAR deployed a custom sensor-based heat mapping solution, using beacon and IP tracking to analyze foot traffic, dwell time, and demo engagement across multiple zones. Emerson used the resulting data to optimize booth layout, tailor staffing strategies, and elevate the overall visitor experience—on the fly and post-show.
Result
The strategy paid off. Emerson saw a 40% increase in qualified leads and double the average time on stand for engaged visitors. Staff trained to act on real-time insights drove better interactions, while heatmap data validated booth design decisions and sparked smarter planning for future shows.“We have used STAR’s heat mapping and customer engagement tracking now for several events. The richness of data and insights collected has helped us to not only understand the sequential path of interest between displays and topics but also identify how to reshape our booths year to year to enhance engagement and time on stand.”
Jay Gatz, Vice President, Commercial Execution & Strategy, Emerson Discrete Automation
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