Kitchener, Ontario

2025 FEO "SYNERGY"
Conference

February 24 - 26, 2025

Victoria Mahoney & Asif Khan

Victoria Mahoney
Victoria MahoneyMarketing and Partnerships Harmony Marketingvmahoney@harmonymarketing.ca
Session Title: Using Cell Phone Data To Study Festival and Event Attendees

In this session audience members will learn how anonymous mobile phone location data can be used to measure attendance at events and learn about their visitation patterns in the community and specifically to sponsor partners.

Examples from projects with the PNE, Waterfront Toronto Festival, Toronto Santa Claus Parade and many more may be shared.

Outcomes:

1. Case study examples of measuring ROI on event sponsor visitation
2. How to use data to evaluate the distance visitors traveled (40kms+) to support grant funding
3. How data can be used to measure economic impact and find new sponsors for future events.

BIO:

Victoria is the Head of Marketing & Partnerships and Co-Producer of the Toronto Waterfront Festival and Sugar Shack TO. She is a marketing, partnerships, experiential marketing and communications specialist with experience in media relations, event management, social media and government relations.

Victoria is the lead on multiple Harmony Marketing clients including the Toronto Waterfront Festival, Sugar Shack TO, the Canadian International Airshow and LifeLabs.

Victoria was instrumental in bringing the World’s Largest Rubber Duck throughout Ontario in 2017 which secured over 222M earned PR impressions for Toronto’s event alone. Victoria specializes in festival and event marketing and is the head of public relations and social media for all clients.


Asif Khan
Asif KhanFounder & CEO Ground Level Insights
Session Title: Using Cell Phone Data To Study Festival and Event Attendees

In this session audience members will learn how anonymous mobile phone location data can be used to measure attendance at events and learn about their visitation patterns in the community and specifically to sponsor partners.

Examples from projects with the PNE, Waterfront Toronto Festival, Toronto Santa Claus Parade and many more may be shared.

Outcomes:

1. Case study examples of measuring ROI on event sponsor visitation
2. How to use data to evaluate the distance visitors traveled (40kms+) to support grant funding
3. How data can be used to measure economic impact and find new sponsors for future events.

BIO:

Asif, is a veteran tech start-up, business-development and marketing entrepreneur with more than 25 years experience. He is currently the founder and CEO of GroundLevel Insights, a movement science company leveraging consumer location data to inform business insights and analytics. He is also the founder and chairman of the Location Based Marketing Association, which he started in 2010.


Prior to launching the Location Based Marketing Association, Asif had worked with companies as diverse as Limited Brands, IBM, Baxter Pharmaceuticals, Molson-Coors, Communispace, BestBuy, American Airlines, and ScotiaBank.. You can listen to Asif’s weekly podcast - Location Weekly! every Wednesday.

Specialties: Customer Acquisition, Market Development, Sales Management, Strategic Alliances