N1 Partners partnered with RexLab to track visitor behavior at its booth during iGB L!VE 2026, pairing standard exhibition metrics with sensor-based audience data for the first time.
The operator said the approach was designed to move past meeting counts and lead totals and toward a fuller picture of how attendees engaged with the brand from initial exposure through direct interaction with staff.
Before the event, N1 Partners’ marketing team outlined several questions it wanted the data to answer: how much of the exhibition crowd the brand could realistically reach, how visitors moved from first noticing the booth to entering it, where the largest drop-off in interest occurred, which booth features drew the most attention, and what changes could improve future events.
The company said past assessments relied largely on staff observation, which offered a general sense of visitor behavior but no statistical basis for conclusions.
Tracking movement through sensor data
A network of sensors placed at the booth detected mobile devices within range and assigned each one an anonymized identifier to prevent duplicate counts. Once the exhibition ended, the team received data covering movement patterns, time spent in the space, and transitions between funnel stages.
The analysis proceeded in two parts: first an examination of the engagement funnel, then a review of how attention was distributed across different zones of the booth.
Five stages from exposure to interaction
N1 Partners built a funnel with five stages:
- Reach, covering all exhibition attendees potentially exposed to the brand’s area;
- Attention, those who noticed the booth and its messaging;
- Approaches, attendees who moved closer to the space;
- Visits, those who entered it; and
- Engagement, visitors who went on to interact directly with the booth and its team.
Of total attendee traffic, 5.5% reached the Attention stage, or roughly 1,000 people. Among those who entered the booth, 88.7% went on to engage actively with the brand.
The company said this points to a filtering effect in which a relatively small share of overall traffic reached the engagement stage, but that group was already highly interested.
N1 Partners concluded that the largest opportunity for growth sits at the top of the funnel, in converting passing traffic into attention and booth visits, while engagement levels among those who did enter the space were already strong.
Heat maps reveal zone-level interest
Heat map data was used to identify which areas of the booth drew the most visitor time and traffic, complementing the funnel analysis by showing what specifically drove engagement.
Areas of interest included a live art performance space featuring British artist Clym Evernden, whose past clients include Hermès, Prada, Tiffany, and Diptyque, alongside a display of a limited-edition capsule collection produced with him.
The booth also included collectible toys from designer Yoomoota, whose work has appeared at PAD London, Art Miami, and the Red Dot Museum, plus an activity zone, meeting rooms, and a bar.
According to the data, traffic correlated with specific attractions: live performances, exclusive items, and interactive elements gave visitors added reason to stay longer and engage with the booth.
Peak Conversion — a RexLab metric measuring the ratio of booth visitors to people passing the booth during a given period, which can exceed 100% — hit its high point of 214.4% between 1 p.m. and 2 p.m. on the event’s first day.
N1 Partners said this indicates that interaction levels shift by time of day, information it plans to factor into staffing and activity planning for future events, including increased staff presence and prepared communication scenarios during high-traffic windows.
Three takeaways from the analysis
The exhibit data pointed to three conclusions: engagement among visitors who entered the booth was high, at 88.7%; the greatest room for improvement lies in the funnel’s upper stages, specifically attention and visit conversion; and interaction quality is tied to zone placement, traffic flow, and timing, illustrated by the 214.4% Peak Conversion figure recorded on day one.
N1 Partners said the iGB L!VE data led its team to four questions for evaluating future events: which booth elements should be kept, based on results; what should change in the next project, from zone layout to visitor flow; which hypotheses to test next, such as new touchpoints or space allocation; and how results compare with prior events.
This framework allows lessons from one show to inform planning for the next, including which solutions to retain and which layouts or flow patterns to adjust.
N1 Partners outlined five areas it intends to apply the findings to: zone placement and traffic flow, touchpoints and interaction formats tested ahead of events, activity scheduling based on peak visitor periods, comparison of performance across different events, and ongoing testing of new booth solutions. The company said this turns event marketing into an ongoing process of analysis and adjustment rather than a one-time evaluation tied to a single show.