For commercial teams

Prove sponsor and exhibitor ROI

Sponsors want to know what they got for their money, and exhibitors want to know who to call first. We turn your badge scans, booth visits and session data into three things you can hand over with confidence: a sponsor ROI report, ranked exhibitor leads and a post-event summary.

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Why sponsor and exhibitor ROI is hard to report

  1. 01 — The symptom

    The numbers that show sponsor and exhibitor value are scattered across badge-scan logs, meeting tools, booth counters, content analytics and CRM data. Before every renewal, someone reconciles spreadsheets by hand, with no shared definitions and not much confidence in the result.

  2. 02 — The engineering approach

    We bring those sources into one event data model, apply the same metric definitions to every sponsor and exhibitor, and send the results through a human approval step before they reach a sponsor or your CRM.

  3. 03 — The outcome

    Your commercial, sponsorship and exhibitor sales teams work from one set of numbers they can stand behind, built from data your event platforms already produce, not another reporting tool to maintain.

Three deliverables from your event data

One event's data, turned into three outputs you can put in front of a sponsor, an exhibitor or your board.

  1. Sponsor ROI

    An ROI score for each sponsor, based on booth reach, content engagement and audience fit, with a renewal or upsell recommendation and the reasoning behind it.

  2. Exhibitor lead intelligence

    Every exhibitor's booth visitors ranked hot, warm, cool or cold on scan activity and seniority, exported CRM-ready with the reason for each lead.

  3. Post-event intelligence

    An executive summary of the event's commercial performance: the headline numbers, the breakdowns, and the renewal and upsell decisions they point to.

The Hallcue Event Intelligence dashboard: KPIs calculated by rules from imported event data (attendees, organizations, sponsors, exhibitors), each figure linking back to its source rows, with Sponsor ROI and Exhibitor leads exports.

The platform

The platform behind it: Hallcue

These reports come from Hallcue, Toobler’s event commercial-intelligence platform, built on our governed-AI platform, Zahen. You upload the exports your event platform already produces (attendees, sessions, sponsors, exhibitors, scans and downloads) and map them once to a common event data model. We set it up for your events; your commercial team runs it.

Every number is explainable. A rules engine calculates every figure. AI writes the narrative around those figures but can’t change them. Each score links back to the rows it came from, and nothing goes to a sponsor until a person has approved it, with a record of who approved what.

See the Hallcue platform

Capabilities in this module

Scope: what a sponsor and exhibitor intelligence module connects

Hallcue starts from the exports you already have. Where you want more, we connect the systems behind them as engineering work, so the model can also take in meetings and CRM results.

  1. Badge scans and booth presence

    Booth and session scans brought into one record of who interacted with which exhibitor or sponsor.

  2. Meetings and hosted-buyer data

    Scheduled and completed meetings linked to the sponsor and exhibitor accounts they belong to.

  3. Content and session engagement

    Session attendance, downloads and platform activity, tied back to the sponsor content people engaged with.

  4. CRM outcomes

    Opportunities and pipeline from CRMs such as Salesforce, HubSpot or Marketo, matched back to the event activity that produced them.

How it works

How sponsor and exhibitor intelligence works

The same five steps, every event.

  1. 01

    Connect and export

    Take the scan, booth, session and sponsor data from the platforms you already use, as exports or through integrations.

  2. 02

    Map to a common data model

    Match the fields once to one event data model. Save the mapping, and future events map in minutes.

  3. 03

    Generate intelligence

    Calculate sponsor ROI, exhibitor lead rankings and the post-event summary from that model, using rules you can read.

  4. 04

    Human approval via Zahen

    A person reviews and approves every report before it's published, and the approval is recorded.

  5. 05

    Publish and sync

    Send approved reports out as PDF, CSV or CRM-ready files, for a sponsor, an exhibitor or your board.

How we work with you: from a readiness sprint to every event

Where does this start?
With a fixed-scope Event Platform Integration & AI Readiness Sprint. We map your event platforms, data, CRM and reporting, and find the gaps and data-quality problems between your raw event data and reports a sponsor will trust.
What comes after the sprint?
A Hallcue pilot on a small number of events, using the plan from the sprint, so you see sponsor ROI and exhibitor lead reports on your own data before rolling it out more widely.
How does this scale across a portfolio?
Once the pilot works, the same data model and process extend to more events, sponsors and exhibitors, with an engineering team adding the CRM and platform connections you need across your portfolio.
Do we need to replace our event platform or CRM?
No. Hallcue works from the exports your registration, event-app, sponsor and exhibitor systems already produce, alongside your existing CRM.

Proof

Global B2B events group

We engineered the sponsor and exhibitor systems behind the data

A multi-brand enterprise event platform, engineered and evolved over years

See how Toobler engineered enterprise event technology across registration, sponsors, exhibitors, meetings, mobile, reporting and integrations.

Read the case study

Event Technology

More across the event stack

Other ways we help event-tech teams build, connect and modernize their platforms.

See the full Event Technology overview

Ready to prove sponsor and exhibitor ROI?

Start with an Event Platform Integration & AI Readiness Sprint focused on your sponsor, exhibitor and CRM data, and see what sponsor and exhibitor intelligence could look like for your events.

Improve sponsor and exhibitor intelligence

Related

Frequently asked

What is sponsor and exhibitor intelligence in event technology?
It means bringing badge scans, booth visits, session and content engagement and, where available, meetings and CRM results into one model of sponsor ROI and exhibitor lead quality, instead of reconciling each source separately.
How is sponsor ROI measured at B2B events?
By applying the same definitions to every sponsor: how many of the right people they reached at the booth and in sessions, how those people engaged with their content, and how well the audience fit the sponsor's target buyers. Linked to CRM results where possible, that gives sponsors a number they can trust at renewal.
What is exhibitor lead intelligence and why does event lead quality matter?
It ranks each exhibitor's booth visitors by how promising they are, for example hot to cold based on scan activity and seniority, so sales teams follow up with the best leads first instead of working through a raw list.
Does this replace our existing event technology platform?
No. Hallcue works from the exports your registration, event-app, sponsor and exhibitor systems already produce. It sits alongside your event stack rather than replacing it.
How does governed AI fit into sponsor and exhibitor reporting?
A rules engine calculates every figure. AI only writes the narrative around those figures and can't change them. Each figure traces back to its source and the rule that produced it, and nothing reaches a sponsor without a recorded human approval, handled through Zahen.

Start with one measurable use case.

A Readiness Sprint is a fixed-scope engagement that maps your integration and AI readiness and produces a production-oriented plan — before anything is built.

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