THESE GUYS. Experiential Lab | xKPI ecosystem

The event business has always played a role in the marketing mix - unfortunately a secondary role. And the discussion is always the same: The budget is high, and yes, it is fun, but what is the impact? The answers are usually not very convincing.

And this is where we come in. With our US start-up 'THESE GUYS', we have dealt intensively with this problem and developed solutions that make events just as measurable as online marketing.

How do we make sure the world knows about it? Well, we moved all in! And there's no better place than Vegas.
As an agency, we were responsible for the Volkswagen and CARIAD booths at CES 2023. Besides our actual job, we saw our chance to present our first two products.

At CARIAD we tested our product ‘FLOW’. Using innovative tracking technology, we analyzed the behavior of guests. This way we were able to determine how many guests were on the booth, which exhibits were visited how often and for how long, from where the guests entered and left the booth and much more.

At Volkswagen we tested our product 'NEURAL'. Using EEG technology, we tracked people's subconscious reactions to the show and determined whether the excitement level was high enough to be stored in their long-term memory.

After this very first beta test, we continuously evolved both products into a complete xKPI ecosystem (Experience KPI) and analyzed various successful events and world premieres in 2023.

Today THESE GUYS are a so-called EXPERIENTIAL LAB with a strong focus on agile software development and strategic experience consulting. Our core business is advanced event analytics and measurement. With xKPI Ecosystem we transform events into beautiful data and help our partners to perform better from event to event. Global brands and well-known agencies are among our clients. Together, we innovate processes and creations from opinion-driven to data-driven.

Our next stop: the ‘Experiential Marketing Summit’ in Las Vegas, where we were selected by the leading industry magazine 'Event Marketer' as official measuring partner of the event.