Use real-world population insights and movement data to identify where demand exists for events, plan venue use across your calendar, attract partners that align with your audience, and demonstrate community and social impact.
Powered by ActiveXchange – your secure integration and aggregation partner.
Understand who is visiting across different events and throughout the year to support smarter operations, stronger commercial partnerships and future venue planning.
Identify where demand exists for your events, compare performance across venues and focus marketing & commercial efforts where they will have the greatest impact.
Understand who events are reaching and how audiences behave to better align sponsorships, target campaigns more effectively and demonstrate value.
Venue teams often have access to fragments of data, but rarely a complete picture. Information is spread across systems and disconnected from wider population context, making it harder to plan events, demonstrate value or influence commercial outcomes.
ActiveXchange brings these datasets together to create a clear, consistent view of who is visiting your venue, how they behave across different events, and how this changes throughout the year.
Attract more relevant commercial partners by evidencing who your spectators are across individual events and the full year.
Use audience profiles, movement patterns and dwell time insights to strengthen sponsorship conversations and support advertising and leasing decisions across the venue.
Understand how different events draw different audiences, and how spectators access and move through your venue.
These insights support operational planning, event design and transport coordination, while also enabling ESG and Scope 3 reporting through journey and travel analysis.
Make it easier for partners, rights holders and public stakeholders to understand and support your venue.
Evidence community reach, accessibility, travel behaviour and tourism impact, while benchmarking performance against comparable venues and events locally and nationally.
Rights holders make critical decisions with incomplete information. From choosing the right venue, to understanding true market demand and growing attendance, disconnected or limited data can restrict both reach and revenue.
ActiveXchange seeks out the most relevant and accurate data and joins this together to build a clear picture of who is attending your events, where demand exists and how audiences behave before and after attending.
Rugby FC of Los Angeles uses ActiveXchange spectator intelligence to drive additional stadium and sponsorship revenue by better understanding match attendees’ consumer profiles and brand affinities.
Build a clear view of who is attending your events, how often they return and where they come from. Use movement data and insights from comparable events to fill gaps where ticketing data is limited, and understand audience behaviour beyond the venue.
Connect this intelligence with consumer datasets to demonstrate which brands align most strongly with your audience, supporting sponsorship and commercial conversations that change by venue or region.
Identify where demand exists within your catchment and how different audiences engage with similar events. AI-driven demand forecasting helps test new venues and markets, while location- and time-based targeting supports more effective campaign planning.
This allows marketing resources to be focused where they are most likely to drive attendance and engagement.
Create a consistent, credible view of your audience to support collaboration with venues, brands and public stakeholders. Evidence the demographic and socio-economic reach of your event, alongside tourism and economic impact.
Benchmark spectator performance against comparable events nationwide, while movement data also supports carbon and sustainability reporting.
Brands and agencies need confidence that sponsorships and activations are reaching the right people. Without consistent audience intelligence, it can be difficult to compare opportunities, prove value or plan campaigns with certainty.
ActiveXchange connects event audience data, movement data and consumer insights to help brands and agencies discover relevant sponsorship opportunities, understand who events reach and activate campaigns with greater precision.
ActiveXchange is growing a database of event audience intelligence across each of our global regions. This enables you to identify where your target audiences already attend.
Movement Data, combined with market segmentation and brand affinity insights, enables faster discovery and stronger alignment between audiences, events and sponsorship properties.
Feeding Movement Data (from events) into the ActiveXchange PartnerMatch module indexes the profile of the audience against a range of relevant factors and market segments. This highlights how much more likely the brand is to reach their target audience than general marketing.
By adding in other events, it can also highlight the relevance of the property compared with other possible options.
ActiveXchange’s AX Connect (beta) module supports the integration of first party data from right holders to aid segmented and targeted campaigns as part of a sponsorship package.
AX Connect makes these ‘active audiences’ more discoverable, and enables brands to run sponsored digital campaigns against these segmented target audiences (without the transfer of data to brands).
Use spectator intelligence to understand who events & venues reach, how people access them, and the tourism & economic impacts to support funding decisions, policy development and long-term planning.
These ActiveXchange modules work together to deliver a connected view of spectators, supporting planning, growth and impact.
As the City of Thunder Bay continues to invest in placemaking and community activation at Prince Arthur’s Landing, understanding how people engage with this space has become increasingly important.
With rising popularity and support from local stakeholders, the Festival organizers needed a more precise and scalable way to quantify the event’s growing impact, while also optimizing resource allocation and making data-driven decisions for future planning.
If you’re looking to leverage data for more informed decision-making or to better connect across your network, please get in touch with our team.
