Management consulting firm, McKinsey & Company, predicts that close to 75% of the worldwide population will have access to mobile and Internet technology by 2030. Harvard Business Review suggests that keeping things...
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PortMA Publications
Event Marketing Consumer and the Purchase Cycle
We can help you learn how to apply an understanding of consumer purchase cycles to event marketing measurement to understand exactly why your marketing is working (or not). We’re...
Synthesizing Experiential Marketing Data for Actionable Insights
We are working with a client on a long-term experiential marketing program in the spirits industry. This program is a bit different than is typical: it is a sales...
Treating Likert Scales in Event Marketing Research
Likert scales are a great tool for event marketing research. Giving a range of response options lets you probe into exactly how people feel about your product. That being...
Experiential Marketing and Fielding Post-Event Research
The on-site survey indicates the immediate effect of your experiential marketing campaign. But, what do you do when you want to showcase the long-term impact of a program through post-event research? Survey them again in the...
Experiential Measurement Example: Sample Type and Consumer Reach
A tequila brand that PortMA recently measured through experiential marketing activations had consistently lower target consumer reach relative to other brands. The first time I reported this finding, we...
Supporting the Experiential Marketing Analytics Team
My role at PortMA is functionally separate from the rest of the team. You’ll notice my colleagues blog about the intersections of experiential marketing with analytical reporting, data collection,...
Experiential Marketing and On-premise Depletion Data
Not too long ago, an agency partner came to me and asked about an analysis completed by the brand team. It showed their program didn’t drive sales. They asked...
Experiential Marketing Measurement Road Map
“We’re all pilgrims on the same journey – but some pilgrims have better road maps.”~ Nelson DeMille As researchers, it’s easy to navigate each experiential marketing research project because...
Multi-brand Surveys in Event Marketing Data Collection
Surveying just one brand at events is easy, but you’ll frequently want to sample multiple brands, or different versions of the same brand in your event marketing program, However, multiple...