PortMA Publications

Many of the event marketing campaigns we measure activate in several markets, primarily in the US. Helping agency clients understand why teams in certain markets are generating greater impact...

I distinctly remember a response former Secretary of Defense Donald Rumsfeld gave at a briefing back in 2002 about the evidence, or lack of it, the United States had...

The more recognizable a brand and the more positively consumers perceive the brand, the more likely they will purchase it when need that particular product. As an example, let’s...

There are three, simple questions that, when answered properly, allow for the full management and assessment of an event marketing campaign’s value or ROI. You (your team, client, or...

As we were looking for a new Research Manager, I was giving a lot of thought to what makes a good team in experiential marketing analytics. How does one define...

When reviewing data for event marketing, we typically look at it in two different formats: tour-to-date and the most recent biweekly period. Tour-to-date gives a good summary of how a program is...

I would say that for 85% of experiential marketing programs in retail, we do research that involves some sort of sampling geared at targeting a specific consumer to build affinity for...

PortMA has been measuring a national event marketing campaign for a large spirits brand since February 2015. Brand teams activate off-premise grocery and liquor accounts in several markets. We...

I don’t think its unfair to say that materials management often gets second or third billing to the big name objectives of event marketing. Because really, who has ever...

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...