Case Study: How Keller Williams Used Face Recognition to Personalize & Streamline Event Check-In

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Expo Logic, fielddrive, and Zenus, teamed up to support the Spring Masterminds 2018 event hosted by Keller Williams. Read this case study and learn how face recognition provided attendees with a personalized, streamlined experience at check-in.

The Spring Masterminds 2018 event took place at the Gaylord National Resort & Convention Center in National Harbor, Maryland. This 3-day event is an official Keller Williams event hosted annually by KW MAPS Coaching. The event audience consisted mostly of Keller Williams agents, team leaders, and coaches.

Event in Numbers

  • 3-day event
  • 1,360 attendees registered online
  • 48% of attendees provided a picture to opt-in for face recognition
  • 63 additional attendees registered on-site
  • 978 Attendees checked in on-site using the kiosks and 118 Attendees checked in at the registration desk
  • First time using face recognition for this event

The Challenge

  • Create a fast and seamless check-in process
  • Check-in over 1,300 attendees in a short period of time
  • Provide personalized information on the badge including a personalized agenda with session information

The Benefits of Face Recognition

  • Zenus face recognition software allows event planners to easily identify attendees by searching a database of faces in real-time, giving attendees a personalized experience at check-in.
  • Adding face recognition technology speeds up the check-in process, allowing attendees to get their badge faster.
  • Face recognition technology works with any device that has a camera, such as smartphones and tablets, and requires no extra hardware or installations costs. All you need is a regular Wi-Fi connection.
  • No personal data is ever transferred to Zenus. The registration platform anonymizes the images and sends the information to a cloud-based service. The de-identified images are processed and instantly discarded without ever being stored. Metadata is also discarded after the event. The process is secure and GDPR compliant.

Follow this link for a full overview of facial recognition technology and the most common myths and misconceptions.

 

How Keller Williams Utilized Face Recognition Technology

 

Online Registration

Attendees registered online and were provided the option to opt-in for face recognition for check-in and were asked to upload a picture of themselves. fielddrive was used to print badges on-site quickly and seamlessly while Zenus technology was used to provide face recognition at check-in.

Collecting Images for Face Recognition

For Spring Masterminds 2018, each attendee received an email upon registration with a unique URL that directed them to a dedicated landing page where they were prompted to opt-in for face recognition. This special landing page offers real-time feedback and quality control to attendees ensuring that the pictures submitted are suitable for face recognition.

On-Site Check-In

Five fielddrive registration kiosks were used on-site, all of which had a regular web-camera attached to them. As attendees approached the kiosk to check-in, they were automatically identified by the camera and the system would return a message to welcome them by name. If a match was not found, the attendees were asked to either scan their barcode or enter their name.

Once the attendee confirmed that they were correctly recognized by camera, their bade was printed instantly. To accommodate attendees that did not opt-in to use face recognition for check-in, the registration kiosks allowed them to type in their name to locate their record and print their badge.

Speed of Check-in and Attendee Badges

Face recognition technology increased the speed of check-in to 9 seconds per person. Attendees were delighted to use this technology to check-in as it eliminates the need for printed tickets or confirmations and keeps the lines moving at registration. Attendees received their badge quickly, seamlessly, and with a personalized greeting!

The attendee badges for this event also included a personalized agenda printed on the back of the badge. This agenda included the sessions they registered for and different icons corresponding to different rooms to help them navigate through the venue easily.

The Results

The feedback from attendees was very positive. Many attendees commented that they were just trying to pull their phone out of their pocket as they approached registration kiosk but before they did, they were already recognized and greeted by name. Attendees were excited for the possibility of seeing face recognition technology at more events in the future.

The event organizer was impressed with how quick and seamless the process was, without any queues. It was the most stress-free registration experience in the history of the Masterminds event. The throughput for each kiosk was 400 per hour. 49% of attendees opted into facial recognition the first time Keller Williams tried out this solution. It is expected that the opt-in rate will grow for repeat events because attendees will become more familiar with the process.

The attendees were happy, the check-in process was stress-free, and face recognition helped offer a great start to the event.

What Event Organizers Can Learn

Utilize Face Recognition to Speed Up Registration

Finding a ticket or email can be the biggest hold up at registration and this technology eliminates the need for attendees to search for an event confirmation to receive their badge. Face recognition minimizes the user actions required by attendees at event check-in which in turn, makes the check-in process faster and more efficient.

Use Technology to Reduce Event Costs

With face recognition technology and fielddrive registration kiosks, it is easier to accommodate more attendees at a faster rate. Each check-in station translates to significant cost savings, as well as happier attendees. The event organizer can better calculate the precise number of kiosks, staff, and technology required, after closely monitoring the process at the 2018 event.

Use Image Quality Control

Collecting pictures during online registration is a good way to obtain a high opt-in rate for face recognition. However, you want to ensure that each image is checked for quality (for example, are without multiple faces in the same picture) and suitability to ensure high match rates at check-in.

Reassure Attendees about Data Security for a Higher Opt-in Rate

Sending email blasts and answering frequently asked questions about face recognition and data handling will go a long way in reassuring attendees and increasing the opt-in rate.

Use a Knowledgeable and Experienced Vendor

Working with a technology provider, like Expo Logic and fielddrive, that has experience deploying face recognition is vital in ensuring a smooth registration process as the challenges in an event environment are different to other circumstances.

 

Learn more about face recognition for event check-in here. Looking for more event ideas and advice? Contact us at solutions@expologic.com.

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