Media, events, and market intelligence company Northstar Travel Group has entered into a global enterprise agreement with Explori, a leading provider of event measurement, benchmarking, and audience intelligence solutions. The expanded partnership will significantly increase Northstar’s use of Explori’s platform and AI-powered analytics tools across its international portfolio of events.
The agreement reflects Northstar’s ongoing commitment to leveraging data-driven insights and advanced technologies to enhance event performance, improve audience experiences, and support strategic business growth.
Strengthening Data-Driven Event Management
As part of the new enterprise agreement, Northstar Travel Group will integrate Explori’s intelligence platform more deeply into its global events operations. The platform provides comprehensive insights into attendee engagement, exhibitor satisfaction, sponsor value, and commercial performance.
By utilizing Explori’s advanced analytics capabilities, Northstar aims to gain a clearer understanding of event outcomes and identify opportunities for continuous improvement. The partnership supports the company’s broader strategy of combining proprietary audience data, technology platforms, and artificial intelligence to optimize event planning and execution.
Enhanced Visibility Across Event Portfolios
Explori’s platform enables event organizers to measure and evaluate key performance indicators, including Net Promoter Score (NPS), attendee satisfaction, loyalty metrics, exhibitor performance, and overall commercial impact.
The technology also allows event teams to benchmark performance across different events, industries, geographic regions, and business portfolios. Through access to Explori’s extensive global dataset and customized benchmarking models, organizers can compare results against industry standards and identify areas for growth.
This enhanced visibility helps organizations make informed decisions based on real-time data rather than assumptions, ultimately improving event effectiveness and return on investment.
Northstar Highlights Value of Measurement and Insights
Commenting on the partnership, Alicia Evanko, Executive Vice-President of Global Events at Northstar Travel Group, emphasized the importance of measurement in evaluating audience and sponsor value.
She noted that Explori adds a critical measurement layer to Northstar’s event ecosystem, providing a high-definition view of audience engagement and sponsor performance across its portfolio. These insights allow the company to take meaningful actions that improve event quality and business outcomes.
The expanded deployment demonstrates Northstar’s focus on using analytics to drive smarter decision-making throughout its events business.
AI-Powered Analysis Delivers Actionable Insights
One of the key features of Explori’s platform is its advanced agentic analysis tool. The AI-powered solution transforms event feedback into actionable intelligence by rapidly identifying trends, opportunities, and areas for improvement.
The technology analyzes both benchmark data and customized research responses, enabling event teams to gain valuable insights without lengthy manual analysis. Acting as an on-demand research expert, the system helps organizers understand audience expectations, evaluate event performance, and develop strategies for future growth.
As artificial intelligence continues to reshape the events industry, tools like Explori’s analysis platform are becoming increasingly valuable for organizations seeking to enhance efficiency and improve decision-making.
Explori Welcomes Expanded Global Partnership
Explori CEO and Founder Mark Brewster welcomed the strengthened collaboration with Northstar Travel Group, highlighting the benefits of combining event measurement with AI-powered intelligence.
Brewster stated that the company looks forward to continuing its work with Northstar to optimize event performance, increase audience satisfaction, and support commercial growth across its diverse portfolio of events.
The partnership further reinforces Explori’s reputation as a trusted intelligence provider within the global exhibitions and events industry.
Explori Reaches 36 Enterprise Deployments Worldwide
The Northstar agreement marks Explori’s 36th enterprise deployment globally, reflecting growing demand for sophisticated event measurement and benchmarking solutions.
Explori currently works with several major event and exhibition organizers around the world, including Informa, Clarion, Diversified, Comexposium, Access Intelligence, MCH Group, and IMEX.
The company’s expanding client base demonstrates the increasing importance of data intelligence and performance benchmarking in the modern events landscape.
Building a Global Benchmarking Platform
Reflecting on Explori’s growth, Brewster explained that the company was founded with the goal of transforming fragmented regional benchmarking practices into a truly global intelligence platform for the events sector.
Today, Explori’s dataset covers thousands of events worldwide, enabling organizers to benchmark performance across multiple factors, including event type, location, size, maturity, and industry sector. This level of insight provides event professionals with a degree of confidence and comparative analysis that was previously unavailable.
Growing Importance of AI in the Events Industry
The expanded partnership between Northstar Travel Group and Explori highlights the increasing role of artificial intelligence, audience intelligence, and performance measurement in the global events industry.
As event organizers face growing demands to deliver exceptional attendee experiences while maximizing commercial results, AI-powered analytics platforms are becoming essential tools for measuring success and identifying opportunities for improvement.
By strengthening its relationship with Explori, Northstar Travel Group is positioning itself to leverage advanced intelligence capabilities that support long-term growth, operational efficiency, and enhanced value for attendees, exhibitors, sponsors, and stakeholders worldwide.
