Start Agenturen AI Analysis of Guest Behavior and Talk Emotions at EMS 2024

AI Analysis of Guest Behavior and Talk Emotions at EMS 2024


THESE GUYS launch xKPI COCKPIT, FLOW, and NEURAL in the U.S. Market

As an official partner, THESE GUYS is making its mark at this year’s Experiential Marketing Summit 2024 (EMS), held from April 24-26, 2024 in Las Vegas. The U.S. spin-off of the German creative agency SCHACHZUG is taking this opportunity to introduce its two brand new tools FLOW and NEURAL to the U.S. market at its booth in the Hall of Ideas at EMS.

Additionally, they will present the latest extension, xKPI COCKPIT. All tools will be showcased live and in action at the EMS, as THESE GUYS collaborates with Event Marketer as the exclusive partner to evaluate the summit.

THESE GUYS CEO Ron Schneider introduced the xKPI system in a session right before the opening keynote of the event.

The xKPI COCKPIT enables the simultaneous real-time presentation of information from FLOW tracking combined with NEURAL mood data, supplemented by an overview of the program points and a display of highlight data.

This provides THESE GUYS with a preliminary layer of analysis data, the interpretation of which is the focus of concept specialists.

FLOW tracks on-site guest behavior, determining, for example, how many visitors attended the Highmark Hub and how long they stayed. The system also detects the amount of time guests have been sitting and the extent of their networking activities.

The NEURAL evaluation of audience emotions during various talks could be particularly interesting. In measuring sentiment, emotions such as focus and joy, as well as doubt or confusion, are captured. Determining which presentations were most attractive to attendees can provide insights into staging and content.

All collected data contributes to the calculation of an xKPI SCORE, which can reach a maximum of 100 points. This score allows for an instant assessment of success throughout the day and enables comparison with similar events.

Both FLOW and NEURAL were developed by SCHACHZUG aka THESE GUYS in response to client needs in practical application. THESE GUYS, a U.S. spin-off of the top German creative agency, positions itself as an EXPERIENTIAL LAB with a strong focus on agile software development and strategic experience consulting. Various new developments in advanced event analysis and measurement form their core business. Their clients include global brands and well-known agencies keen on evaluating the results of projects and creations in detail and refining statements on success or failure from opinion-based to data-driven accuracy.

The EMS is considered the premier conference for planners and organizers of brand experiences. The summit is managed by Event Marketer and will take place from April 24-26, 2024, at the MGM Grand in Las Vegas.

Stand in the Hall of Ideas at EMS (Photos: SCHACHZUG)

Captions: xKPI COCKPIT, Stand in the Hall of Ideas at EMS (Photos: SCHACHZUG)


SCHACHZUG – Agency for brand communication GmbH
SCHACHZUG GmbH from Erlangen is one of the leading companies in the event industry and was founded in 2008. The creative agency implements international projects in the areas of brand experience and live communication and has in-depth expertise in the automotive, technology and premium/lifestyle sectors. The mission is always: Challenging the status quo. Seeing limits as an invitation. Creating the new new. SCHACHZUG uses intelligent strategies, surprising creations and pioneering technologies to achieve this. The GWA and Forward member agency is TISAX-certified for prototypes by TÜV Nord.

April 2024 / SCHACHZUG – Agentur für Markenkommunikation GmbH
Loewenichstraße 3, D-91054 Erlangen
Contact: Karin Schneider
Tel.: +49 (0) 9131 976 16-0

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