DoubleDutch today launched the Live Engagement Platform to transform analog events into digital, social experiences. With this platform events can finally be measured and managed just like other digital marketing channels, such as Google ads, social or mobile campaigns, and email marketing.
"We have long believed the true power of events has never been tapped, resulting in billions of dollars per year in wasted spend," said Lawrence Coburn, CEO and founder of DoubleDutch, in a statement. "DoubleDutch is driven by our insight that the face-to-face actions, behaviors, and conversations that happen at live events are a proxy for the purest source of intent, exponentially more powerful than a Google search or an email open. But until now, there has been no way to digitize and capture this engagement data. The DoubleDutch Live Engagement Platform converts analog events into digital social experiences that can be measured, managed, and monetized."
with the DoubleDutch Live Engagement Platform, at the core of each live event is a mobile Live Engagement Event App, which amplifies what's happening and energizes attendees to engage. It gives attendees, speakers, sponsors, and exhibitors a channel by which they can interact with each other and augment the physical experience.
The DoubleDutch Live Engagement Platform is an ecosystem of applications, integrations, and performance metrics that allows event organizers and marketers to digitize live event experiences, capitalize on the engagement signals, and supercharge business outcomes. The platform integrates with both Marketo and Salesforce.com, enabling marketers to move data captured during an event back into their marketing and sales systems of record. This data can then be used to unlock new marketing and sales leads, trigger targeted campaigns based on show floor activities and interests, and enable personalized sales follow-ups in near real time. The suite of DoubleDutch Live Engagement applications allows event owners and marketers to manage engagement and participation, insert sponsor and exhibitor communications, and offer detailed analytics applications to monetize and optimize business results.
With the ability to capture and analyze live engagement data, DoubleDutch provides marketers with Live Engagement Data, a new category of data that consists of engagement signals captured through interactions at live events, such as bookmarks, hashtags, questions, comments, posts, meetings, ratings, surveys, and direct messages.
The solution also enables marketers to execute new campaigns called Live Engagement Journeys. Live Engagement Journeys capitalize on the anticipation and excitement of people going to a live event, the experience people have at the event, and the buzz, energy, and euphoria people feel after an event is over.
"The DoubleDutch Live Engagement Platform is powerful because it provides us with the instrumentation to control an event just like we manage our digital ad campaigns," said Anthony Kennada, vice president of marketing at Gainsight, in a statement. "DoubleDutch has moved events from somewhat of a black box in our business to a core hub of our digital marketing and revenue generation investments. Now we can finally take what happened at an event and move it into our revenue pipeline."
"DoubleDutch effectively captures data to drive best-in-class digital marketing visibility across live events," said Ray Wang, principal analyst and CEO of Constellation Research, in a statement. "As a customer of DoubleDutch myself, I've experienced the benefits of having this data instilled into meaningful metrics and insights, something no other company I've met with can do."
"Customers want to capture data to drive best-in-class digital marketing visibility across live events," Wang added. "The benefits of having this data instilled into meaningful metrics and insights is substantial, but the ability to take those insights into action is even more powerful."
DoubleDutch also announced a number of new capabilities for the Live Engagement Platform, including event copying and templates and smart recommendations.