The NHL and Diageo Tap Into Real-Time Data to Modify the Fan Experience on the Fly

Brands can evaluate the effectiveness of their events

With millions of people flocking to summer music festivals and fan road shows, one Orlando, Fla.-based experiential marketing agency is making sure no good data goes to waste.

Click for more from this issue

This story first appeared in the Aug. 7, 2017, issue of Adweek magazine. Click here to subscribe.