In this ELX editorial, we speak with Nicole O'Leary, Senior Vice President, Creative & Strategy and David Fischette, Head of Event Strategy at The Expo Group, to explore how leading organizations are moving beyond data collection to true interpretation, connecting macro-level intelligence (market trends, cultural shifts, audience behaviors) with micro-level event data (individual interactions, engagement patterns, real-time feedback) to uncover what truly matters to their communities.
From there, the opportunity is not just optimization but orchestration: using those insights to shape cohesive narratives and experiences across the entire event journey. This includes everything from general session storytelling and immersive formats like Spoken Cinema®, to targeted content, personalized engagement, and community-driven design that extends before, during, and after the event.
At its core, this approach recognizes that while intelligence can guide decisions, it’s the human layer storytelling, emotion, and shared experience that ultimately drives connection, loyalty, and growth. By bridging data with creativity, organizations can move beyond isolated moments to architect experiences that resonate deeply, strengthen communities, and deliver measurable business impact.
Nicole, The Expo Group emphasizes a Community Intelligence approach. What does that mean, and why is it so important in today’s event landscape?
Nicole: Community Intelligence is about truly understanding the audiences we serve, not just at the event level, but in the broader context of their industries, behaviors, and motivations.
We look at intelligence through two lenses that work together. The macro lens helps us understand what is happening outside the event, including market trends, cultural shifts, and where audiences are heading. The micro lens brings in what is happening inside the experience, including how individuals are engaging, what they respond to, and where there is friction or opportunity.
When you connect those two, you move beyond surface-level insights. You begin to see patterns that allow you to design with intention and create experiences that are far more relevant and impactful.
Once you have that level of intelligence, how does it begin to shape the strategy behind an event?
Nicole: It changes where you start. Instead of asking what the event should look like, we are asking what this audience needs and what will move them forward. That clarity allows us to prioritize the right ideas, focus investment, and design more intentionally across the full journey. It also gives our clients confidence that every decision is grounded in something real, not assumption.
You’ve talked about the need to “humanize intelligence.” What does that actually mean in the context of event design today?
David: Humanizing intelligence is about taking the information and creating something authentically meaningful for the audience. AI and analytics can uncover patterns, behaviors, and trends, but if all of those insights do not show up in a way that connect emotionally to people, they are not going to make an impact. So, the challenge for us becomes how to take the intelligence we have gathered and use it as our north star as we shape the overall narrative. Is it something that reflects the audience, their challenges and their aspirations? Once the narrative is set, then how do we bring it to life through the experience? I am a firm believer that every element should feel intentional and should be a tangible manifestation of the message.
How do you translate those insights into experiences that audiences actually feel, and what role do formats like immersive content or Spoken Cinema® play in that?
David: It starts with story.
We love a good story. Stories make us feel deeply and ultimately move us to action. Data points are critical and informational, but they aren’t going to touch our souls. Our job is to take the data and create stories that connect the audience to something true, something bigger. We must reflect their reality and give them a sense of where we are going, together.
Experiential products like Spoken Cinema® are one way to bring that to life. Spoken Cinema® creates moments that connect people to what they cause in the world, not what they do for a living. It impacts audiences deeply, because it is authentic and real.
Whatever the tool is that we use to personify intelligence, it must, at the core, honor the humanity of those in the room as well as authentically communicate the vision of the brand. These two things can coexist. And when they do, it is lightening in a bottle.
This is the lens that we use for everything we do. Whether we are designing a general session, developing original content, or ideating moments of interaction throughout the event, the goal is to create an experience where the audience sees themselves in the story. This is where the insights we have uncovered are translated into something they can feel, not just understand.
How does this more integrated approach connecting intelligence with human experience change the way organizations think about event ROI and long-term community growth?
Nicole: It shifts the conversation from cost to investment. When you are grounded in intelligence, you can make clearer decisions about where to focus and how to drive measurable outcomes, whether that is engagement, retention, or growth.
Belonging might show up as stronger engagement or repeat participation. Mission is less about generic company values and more about alignment with specific program goals or community impact. Brand affinity shows up in trust, advocacy, and long‑term relationships.
David: If you want your audience to remember your message, connect it emotionally. That is where the true stickiness happens. If the experience truly resonates, it creates momentum. People stay engaged longer, they take the message back home and share it with others. That is where community growth really happens.
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What emerges from this conversation is a shift in how leading organizations think about intelligence in the context of events. Access to data is no longer the challenge. Interpretation is. The ability to connect macro signals like market trends and cultural shifts with real-time audience behavior is what allows leaders to design with greater precision and intent.
This changes the role of the event from a series of moments to a connected experience. Insights are no longer used to optimize individual touchpoints, but to shape a cohesive narrative across the full journey.