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Messukeskus Steps Up their Data and Insight Strategy

CLIENT NEWS ANNOUNCEMENT: Messukeskus, Finland’s largest trade fair, conference and congress organiser and venue, is delighted to announce it has selected Explori as its partner for strategic event feedback, measurement and benchmarking to provide business-wide event analysis and insight.

By using Explori in combination with other initiatives, Messukeskus aims to adopt an even more customer-centric approach to event strategy based on insights gleaned from their visitors, exhibitors and sponsor data.

By gathering and absorbing the results of data-driven measures of success, Messukeskus hopes to gain a clearer understanding of the factors influencing its audience’s satisfaction and, ultimately, to deliver even better experiences.

Anni Vepsäläinen, CEO of Messukeskus, commented,

“The upheaval caused by the pandemic has led us to fundamentally reassess the way we work and the market we serve. Using data to understand where an event has succeeded and identifying areas where it has fallen short will allow us to gain valuable insights that can be used to improve future events.”

Messukeskus will work with Explori to compare event performance against the global standard, allowing Vepsäläinen to be “absolutely sure our events are getting better and aligning more closely with our customers’ objectives.“

“We’ve known of Explori and their reputation in our industry for some time, and are delighted to now be working together with them as we take the next step with our integrated data strategy.”

Richard Kensett, commercial director of Explori, added,

“We’re very excited to be working with Messukeskus and are looking forward to a collaborative relationship where we can share our insights to support their continued development.”

“We also see this as another step towards being able to identify regional trends and benchmarks across the Nordics. We hope this will be a catalyst for more Danish, Swedish and Norwegian organisers to upgrade their customer insight strategy so we can deliver similar insights to this region as we do globally.”

As trade shows continue to open around the world, this reset is a great opportunity for exhibition organisers to re-assess audiences’ experiences with their event brands, shaped by benchmarking and metrics. Messukeskus looks forward to working with Explori to take advantage of these opportunities.

To find out more about how partnering with Explori can help your event venue strategy contact Richard Kensett -