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The Next Web

Who Is The Next Web?

The Next Web, commonly referred to as TNW, is one of the world’s largest online publications that delivers an international perspective on the latest news about internet technology, business and culture. Every year they bring members of the scene together through various events, fostering innovation by connecting tech companies around the globe.

Why Does TNW Work With Plot Projects?

TNW Conference Notifications

As the host of Europe’s leading tech festival, TNW Conference, TNW strives to be technologically innovative and above all to provide a top-notch experience for their attendees. This year’s challenge: upgrade the contextual value (and fun!) of their app experience.

How TNW Works With Plot Projects?

Plot Project partnered with TNW Conference for the 12th edition, which took place in Amsterdam on May 18 & 19.

Our platform helped TNW to enhance the experience of their visitors by making the conference mobile app context-aware, enabling localized, extra-valuable information. We also collected and analyzed numerous location data points during the event and supplied the event organizers with event movement patterns.

TNW Geofencing Notification

Engaging Attendees With Notifications

Notification Open Rate Average VS TNW

The TNW Conference app, powered by our location-based marketing platform, helped conference attendees to navigate to points of interest when they first-arrived to the city of Amsterdam. From using push notification and map routes to direct visitors to badge collection points located in places like the airport, train station and downtown, to providing helpful tips about nearby free wifi services – we helped make the Dutch capital feel familiar at the most important moments.

Once the conference started, we also provided valuable updates to attendees on site. To help them keep track of upcoming events that weren’t part of the standard schedule, we made use of dynamic reminders. These triggered timely invites to conference side events, such as a street food BBQ, as well as opening and closing parties in town.

Collecting Location Intelligence On Site

Our platform also measured the movement patterns across the conference venue, such as foot traffic to different speakers and stages and average dwell time, enabling TNW to see which ones were the most popular.

Foot traffic The Next Web Conference

Building User Profiles

User Profiles The Next Web Conference

Finally, we also collected more extensive location insights about attendees, including which country they came from and how long on average they stayed at the event. This helped TNW enrich their user profiles based on movements and use these insights to communicate in a highly personalized way during future events.


We always strive to deliver a top-notch experience to our attendees at TNW Conference, and our partnership with Plot Projects has helped us to achieve this. By introducing contextual awareness to our app, Plot Projects enabled us to deliver fun and relevant information to attendees, allowing us to mirror the offline experience we’re known for. At the same time, using their platform has also provided us with valuable insights on foot traffic flow – something which will inform our programming and terrain layout for future events.

Matthew Elworthy, Events Marketing Manager

TNW, The Netherlands

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