ShowValue Survey Processing Case Study 

ShowValue Inc. is a provider of event marketing measurement solutions, which uses imaging technology to help customers quantify the impact of trade show marketing programs. Based in Nashua, New Hampshire, ShowValue's approach is to scan and capture critical attendee information, such as exit surveys and questionnaires, on-site during industry conferences and events, then transform and deliver marketing analysis and assessment reports by the time the event closes.

In 2003, demand increased as more clients discovered the value of real-time feedback on their trade show marketing. To accommodate growth, ShowValue decided to upgrade its survey capture and processing solution. After a review of the major capture vendors, they selected Datacap Taskmaster.

The Solution

ShowValue uses Taskmaster to support its popular ScanQuest product, which provides clients with reliable lead capture and processing. Capturing attendee information in a theater-style presentation can be difficult, as many attendees leave directly after the presentation or not enough presenters are handy to gather attendee information. ShowValue eliminates this problem by scanning conference participants' cards and creating a brief individual survey form for the prospect to fill out. Once completed, ShowValue gathers the lead forms from the day and scans them with Taskmaster. At the end of the conference, ShowValue uses the information to create specialized, lead-generation reports for exhibitors, usually delivered within 24 hours. Taskmaster also powers another ShowValue offering, Business Impact Analysis for Events, which provides organizations with a tool to test key company messages, measure competitive analysis and determine an attendee's propensity to buy a vendor's product.

Ken Mortara of ShowValue reports a dramatic improvement in the quality and reliability of data captured.

The company uses paper-based, on-site surveys, individually customized by conference coordinators and exhibitors, to gather lead forms, conference evaluations and feedback on speakers.

The Result

Since implementing Taskmaster, ShowValue has seen a dramatic improvement in the quality and reliability of the data it captures at conferences for its clients. Taskmaster's robust architecture contributes to greater survey processing volumes. While the company had previous experience with data capture software, it was only after implementing Datacap that ShowValue took on the challenge of processing 35,000 forms at a single conference.

"We offer our clients a comprehensive solution suite designed to produce and measure quantifiable event marketing results," said Ken Mortara, CEO of ShowValue. "Datacap Taskmaster has become an essential part of our offering because it enables us to scan and capture critical conference participant information in a way that's most effective for our clients. Because of its unique rules-based technology, our clients are able to customize their survey forms and questions to best suit their needs, without having to conform to a standard format. This allows our clients to get the most out of each event and for us to deliver the best lead-generation information to impact their bottom line."