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

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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.

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

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