The data in Event RecapIQ and the Toolkits is derived from PortMA’s experiential evaluation research (starting in 2010) and includes both direct consumer interviews completed onsite, and information provided via field staff event recap reports.

These data are standardized across programs and stored in PortMA’s data warehouse for benchmark reporting and the production of syndicated research reports.

PortMA’s benchmarking database contains both control and test data. “Control” data is data collected from consumers at the location of the activation but who self-report to have not engaged or had prior awareness of the brand activation that day. “Test” data includes interviews completed immediately after a consumer’s onsite activation experience. In this sense, these interviews take on the traditional “exposed group” in a marketing test.

Get answers to more FAQs

The levels to which the marketing is reaching consumers. This has both a quantity and quality component: quantity in the sense of volume, costs, and related efficiencies, and quality in the context of the first of our three primary grounding questions when evaluating any marketing activity which is, “How often am I reaching the right consumer?”

Get answers to more FAQs

Return-on-Investment or ROI is a financial measure: a simple comparison between the dollar value of what was gained (value generated) versus what was spent (cost). ROIs are not always positive, and a negative ROI is not always indicative of failure.

Value Generated / Cost = ROI

Get answers to more FAQs

PortMA defines an Intercept Venue as experiential activations at College/ Universities, Commuter Stations, Office Parks, Retail locations, and Street Intercepts. In doing so, the venue type is classified as a location where consumers live and work.

Get answers to more FAQs