As part of Melbourne Spring Fashion Week 2015 (MSFW), the City of Melbourne will partner with IBM for the second time to use its technology to help better understand customer needs, and build awareness and digital engagement around the activities taking place across the city.
Using IBM analytics including behavioural and visual, the City of Melbourne will monitor real-time social conversations around MSFW which can offer insight into the activities and events that are trending with the attendees.
“We’re delighted that in the second year of our partnership with IBM, Melburnians, local businesses and designers alike can benefit from data driven insight,” said City of Melbourne chair of marketing, Councillor Beverley Pinder-Mortimer.
“Tracking the sentiments of event attendees is crucial as it informs the way we design and deliver MSFW,” she added.
The IBM Event Dashboards will assemble a combination of retail, event and social media information to display crowdsourced data, showcasing where the latest retail deals are being offered across the MSFW precinct at any given time.
“Consumers are becoming more empowered and informed about how and when they want to access retail offers and information – a critical consideration for engaging fans, customers and audiences during large scale events like Melbourne Spring Fashion Week,” said IBM Analytics vice president, Brock Douglas.
“Our industry expertise and innovation helps organisations nurture brand loyalists and generate data driven insights from across digital, mobile and social sources of information, to create a dynamic, secure and interactive experience for consumers,” he added.
