Benchmarks are a valuable asset for assessing the performance of a program. At PortMA, we have an internal database which we use when benchmarking data for clients. It allows...
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Measuring Program Success With Benchmarks
When I was recapping a short-term experiential marketing program, I decided to add more substance to the impact variables by comparing them across industries. It sounds like this would...
Actual Versus Intended Post-Event Behavior
Summary: There are several ways to measure the impact of your events. You can review sales immediately after an event, you can ask people what they intend to buy after...
Seeing Through Consumer Bias
Summary: Consumer bias in experiential marketing surveys runs both ways. Circumstances create it (either by the interviewer or by the consumer). Gaining meaningful results is always dependent upon how...