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New Platform from Ferrite Labs Uses Cryptography to Securely Share Data Between Events and Marketers
Ferrite Labs, a midwest
marketing tech startup, launched a new online platform on Monday that will
create an additional revenue stream for event organizers, while helping
tradeshow marketers become data-driven in their event marketing.
The platform, Who Attended, uses cryptography — the same technology
featured in “The Imitation Game” — to securely match the marketer’s
database of customers and prospects with the event organizer’s database of
This data is invaluable to data-driven marketers because it lets them
personalize communications and better measure the impact of an event
beyond the leads they capture. Who Attended also helps marketers connect
the dots between sales and their past participation at a tradeshow.
“In today’s data-driven marketing environment, it’s imperative that
exhibitors and sponsors have all the information they need to get the most
out of their event marketing budgets. The competitive landscape simply
demands it,” said Steve Robinson, founder and CEO of Ferrite Labs.
Understanding who attended a show, but maybe didn’t provide contact
information in the booth, enables data-driven marketing techniques such as
content personalization and attribution modeling.
Attribution modeling assigns a portion of the total revenue from each sale
to one or more touches that a brand had with the buyer. This allows
marketers to gauge the return on their investment for each touch, like a
Prior to Who Attended, marketers would have had to ask event organizers
for a list of all attendees to calculate their ROI — a request that would
violate the privacy of attendees and cut into the show’s revenue stream.
Who Attended bridges that gap by inviting show organizers to upload their
list to the online platform. Marketers can then upload their sales or
marketing database to Who Attended, and the platform will tell the
marketer how many of their contacts match the show attendees for free.
“This information is valuable in its own right to help marketers know how
a given event’s audience compares to their sales prospects,” said
If the marketer wants to know who those matches are, they can pay a fee to
the organizer and the software will return a list of the attendees,
containing only the contact information the marketer uploaded in the first
The software uses cryptography to make sure that no contact information
can ever change hands between the event organizer and the marketer. All
lists are immediately converted into a random string of letters and
numbers, or hashes, in a process called cryptographic hashing, so no
personal data is ever stored in Who Attended.
The system then compares the hashes from the show’s attendee list to the
hashes from the marketer’s list to determine who was at the event and who
wasn’t. The process is one-way. No supercomputer in the world can turn the
hashes back into useful data. This means under no circumstances can
personal data jump from marketer to show organizer or vice-versa, helping
both parties respect the privacy of their audiences and stay in compliance
with their own data policies and government privacy regulations such as
Costs range from $0.15 to $0.50 per match, and are set by the event
organizer. Who Attended makes its money by taking a 30% cut of every
transaction. Interested marketers or event organizers can learn more at
If you would like more information on Who Attended, Ferrite Labs, or
measuring results from trade show or event marketing, please contact Steve
Robinson at firstname.lastname@example.org or (414) 323-5758 (text or
Ferrite Labs is a software as a service (SaaS) company on a mission to
eliminate waste in marketing. Their namesake product enables marketers to
easily measure, compare and optimize marketing tactics across mediums and
channels. Learn more at www.FerriteLabs.com.
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