Experiential Marketing ROI

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Take Actions to Prove the Value of Your Next Experiential Marketing Campaign

Your events are fantastic. And you know they work. The problem is proving that they work. 

Your recap reports are beautiful but counting up impressions (and hoping no one asks how you did it) then filling a PowerPoint with photos of smiling consumers doesn’t work like it used to.  Even the sizzle reel is getting old.

This eBook provides the step-by-step data collection, analysis, and reporting methods used by PortMA to demonstrate the ROI of Experiential Marketing for dozens of agencies and over a hundred of their brand clients.

The Approach Used by the Agencies You Know and the Brands You Love

Trusted Partner


Repeat Agency Clients



Brand Managers Engaged

The team at PortMA has been working with brands and agencies to support their measurement of experiential marketing since 2010.

What we do…

How PortMA can bring your campaign to the next level

PortMA is a team of market research professionals with extensive experience working with Experiential Marketing agencies and brand managers to develop in-house and outsourced Experiential ROI Measurement solutions.

Develop winning language for the measurement portion of RFPs

Ensure Brand Ambassadors provide clean, clear data

Measure event marketing impact and value – the real ROI

Provide your Boss or Client with insightful status reports

Write actionable program recaps that help you, your Client, your Boss 

Renew your campaign and sell-in the next campaign faster

Starter Benchmarks and Business Strategy

Build Your In-House Capabilities

Develop your knowledge base with industry benchmarks and a measurement roadmap.

PortMA has industry reports, ROI benchmarks, and a data library that will help you build an in-house solution based on the best-in-class approaches used by dozens of agencies and over a hundred brands.

Browse our Benchmark Services

Industry Benchmarks

Our benchmarks are segmented by multiple industry classifications to ensure you have insights specific to your individual campaign.

Venue Benchmarks

From retail sampling to office parks, festivals to street intercepts, PortMA’s benchmarks are categorized by venue to show you who you can expect to intercept and how they’ll respond.

Methodology Roadmap

We share it all, from the specific field staff recap questions to the consumer survey metrics. Every report contains a complete methodological roadmap so you can take the effort in-house with confidence. We even give you license to use our IP.

Dedicated Support

Where here when you need us but only when you need us. Every report purchase has an hours allocation for assistance with any aspect of your measurement project whether it be answering questions or running analysis.

Full Managed Customized Solution

Add a Resource to Your Account Team

Expand your existing account team to include an expert Experiential Marketing Data Analyst

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Design Custom Solution

PortMA will work with the campaign stakeholders to develop a custom data collection strategy that integrates with your existing run-of-show.

Train Field and Account Staff

Your dedicated Research Manager will work directly with your account team and field staff to explain the approach and assure comfort with how to collect accurate data.

Manage Data/ Deliver Status Reports

Upgrade your weekly or monthly Stakeholder Status Reports with PortMA’s expert data analysis and scorecard-style reporting. PortMA is briefing your team on progress, opportunities, and emerging best-practices.

Deliver Recap Reporting/ Briefings

PortMA will deliver a full ROI analysis in the form of a comprehensive recap report (white-labeled when appropriate) that details your campaign’s success. And we’ll collaborate with you to brief stakeholders and build the roadmap for future program success.

We know what questions field staff need to answer in their event recap reports and we understand the consumer exit survey questions that will drive real return-on-investment (ROI) reporting.

Whether you’re adding us to your account team or leaning on our benchmark reports and on-call support, PortMA is the experiential marketing partner that will transform your organization into a data-driven team of high performing marketers.

Experiential data can prove that a well-run campaign is a revenue-generating tool for the brand it was designed to serve. The problem has always been gathering the right data in a way that works with the budget.

The goal has always had one singular focus: how to measure the value of experiential marketing. By applying marketing research principles, we cracked the code and have an approach that has worked for hundreds of experiential marketing campaigns.

We have found that the answer has everything to do with understanding “Reach,” “Impact,” and “Value or ROI.” This is because measuring experiential marketing is about answering three key questions:

  1. How efficiently am I reaching the right consumers?
  2. Am I creating intent where it didn’t previously exist?
  3. Under what circumstances am I generating the greatest ROI for the brand?

The experiential data you collect when following best practices will answer these questions directly. And the process of gathering the experiential data associated with these three questions should define your activation measurement strategy.

It’s about knowing who you reached, how you impacted them, and how these two come together to deliver a dollar value greater than what was spent to create the engagement in the first place.

Consumer Reach
Your marketing “reach” is the number and type of people you “touched.” It’s the experiential equivalent of Gross Rating Points (GRPs) and it’s defined by the impressions, interactions, and sample counts as well as the demographic and psychographic profile of your event patrons.

Marketing Impact
The “impact” is a measure of the change that the marketing created. It’s measured in the context of changes in attitude and behavior. Where measuring direct behavioral changes are not possible, future intent can be measured and modeled to accurately reflect actual behavior. 

Campaign Value (ROI)
Value comes from merging reach and impact to derive a monetary value. When this monetary outcome is modeled against program spend, the resulting measure is the ROI.

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