Enhancing Event Experiences: PCMA’s Innovative Partnership with Zenus
The Professional Convention Management Association (PCMA) has taken a significant step forward in event technology by partnering with Zenus, a pioneer in digital analytics for events, at PCMA Convening Leaders 2025. This collaboration showcased cutting-edge sentiment analysis technology, revolutionizing how event professionals understand attendee engagement and emotions.
Comprehensive Data Collection
During the event held in January 2025, Zenus deployed over 70 sensors across approximately 50 activations in The District. These sensors collected comprehensive data on audience engagement metrics, including traffic flow, dwell times, and attendee emotions through facial recognition analytics. According to Panos Moutafis, co-founder and CEO of Zenus, “Every single one of them has at least one or [up to] five sensors from Zenus.” This intensive data gathering served multiple purposes: sponsors received detailed reports to understand their return on investment, while the information also helped refine their strategies.
Personalized Reporting for Major Sponsors
Zenus offered a unique, personalized data analysis service to four major sponsors during the event. Analysts provided daily briefs on performance, enabling these sponsors to make real-time adjustments. Moutafis shared an example of specific recommendations made to a sponsor: “The cupcakes should be on the right part of the counter, not the left part of the counter, because you are going to block the entrance.” The impact was noticeable, with Moutafis noting, “We have already seen the change improvements” based on the actionable intelligence provided.
The New Orleans & Co. activation demonstrated the effectiveness of Zenus’s sentiment analysis tracking, with attendees engaging in nine-minute conversations on average – exceeding the six-minute threshold for a qualified conversation.
AI-Driven Privacy and Efficiency
Zenus’s AI technology played a crucial role in data analysis while maintaining attendee privacy. Moutafis explained that “All the processing happens locally. The only thing that we transmit is the aggregate statistics,” ensuring that no personal data was compromised.
Expanding Influence Across the Event Industry
Zenus’s impact extends beyond PCMA, with continued collaborations with major industry events. Their data-driven approach has helped event organizers boost sponsorship by revealing previously untapped opportunities. Moutafis noted that clients can effectively prove sponsorship ROI with sentiment analysis data, addressing questions like “why do I spend $20,000 for a banner?” The technology measures various metrics, including traffic, impressions, brand awareness, and attendee emotions.
The partnership between PCMA and Zenus represents a significant advancement in event technology, offering a glimpse into the future of event management and sponsorship evaluation.
