Immutable

Turning event engagement into a measurable sales engine

We transformed traditional event engagement into a data-driven, personalized experience platform for RSNA and beyond.

Built to showcase GE Healthcare’s digital ecosystem, including Enterprise Imaging, Advanced Visualization, Cardiology IT, Cybersecurity, and Command Center, the platform connected attendees, devices, and environments into a unified system.

The result was a measurable shift in engagement quality, with approximately 50% of engaged attendees converting into qualified leads.

The Results

Established GE’s first measurable engagement and tracking framework for events

~50% conversion ratefrom engaged attendees to qualified leads

Thousands of attendeesactively engaged

Hundreds of journeyscreated within the first 3 days

145 countriesrepresented at launch

Impact

Shifted events from passive marketing to pipeline-generating systems
Enabled real-time visibility into high-intent prospects
Replaced guesswork with behavior-driven follow-up

Timeline

Initial platform delivered in 3 months by a team of 4-5
Expanded over approximately 2 years to a team of 10-15
Launched at RSNA and extended across multiple global events and environments

This redefined how GE approaches event engagement

Before:

No structured engagement tracking
Limited visibility into attendee intent
Weak connection between event participation and sales outcomes

After:

Real-time behavioral data across the entire experience
High-conversion lead generation at approximately 50%
A scalable platform reusable across events, web, and sales environments

Strategy

Immutable implemented a gamified engagement model designed to guide attendees through the experience while building a progressive user profile.

Each interaction contributed to a deeper understanding of user intent. This allowed the system to deliver increasingly relevant content throughout the event.

The approach focused on three outcomes:

Encourage exploration across the full expo footprint
Capture structured behavioral data
Deliver personalized content in real time

Technical Summary

The platform was built as a real-time, distributed system combining:

Cloud infrastructure for scalability
IoT integration using RFID and Bluetooth
WebSocket architecture for live synchronization
Multi-device support across tablets, displays, kiosks, and web

All experiences were configuration-driven, fully internationalized, and adaptable across environments.