Data - the mummy of baby fairs

PICTURE this. A crowd of women aged 25 to 45 filling a large exhibition hall together with their partners, walking along aisles packed with vendors selling products for their little ones. Everywhere they go, they buy.

Baby and child fairs hold a treasure trove of data, and William Chin knows it.

His company, Mummys Market, might run eight fairs each year that see about 800,000 participants and nearly S$100 million worth of products being transacted, but they certainly do not call themselves an exhibitions organiser.