The Google Experience Institute aimed to revolutionize event formats by creating more inclusive environments that prioritize emotional connections. Its first major initiative, Xi Days, held in February 2023, sought to blend inclusivity with innovative event design.
ROE In Action: In a study commissioned by Brand Revolution, the top 5 emotions required to create a connection with your brand are: hopeful, adventurous, active, accepted, motivated. This is something event professionals can implement into our pre/post event research. Where attendees fall on scale of 1 to 10 for these emotions determines whether they are emotionally engaged.
In short, ROE leads to ROI. This is just one piece of puzzle, but starts to chip away at one of the largest gaps we have in characterizing the value of our events. Throughout Xi Days, attendees discussed how we might incorporate ROE, traditional metrics and other yet-to-be-defined signals to create a best-in-class model for event measurement.
Brand Revolution collaborated with Google’s Xi team, integrating Return on Emotion® (ROE) insights and strategic planning to launch the inaugural Xi Days. Dubbed “The Future of Events,” this three-day experience championed personalization, diverse learning modes, and human connections, setting a new standard in event design.
Xi Days attracted a diverse group of global leaders, thinkers, and creators, fostering a dynamic environment ripe for innovation and exploration.
