Reporting on event recaps is a storytelling process. You need to guide your reading audience through an experience that helps them relive the activation and understand the impact and...
Tag: consumer behavior
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At the Intersection of Qualitative and Quantitative Research
In recent years, I’ve noticed considerably more blended approaches to research than when I first started in this industry. Back then, it was very clear which clients preferred qualitative...
How Last Year's Data Collection Informs Strategy
Those who ignore history are doomed to repeat it. I quickly learned this lesson my second year working on a project. Last year’s data was proving necessary not only...
Measuring a Sales Funnel
We are currently in the process of launching a program for a Mobile Tour we have been working with for four years. In the past, the goal of the...
Building Communication Strategies that Drive Behavioral Change
I delivered research results to a dozen education professionals recently who wanted to develop a stronger alignment between how they communicate value and what the community they serve finds...
The Importance of Post-Event Research
On-site research is great. It lets you learn about customer disposition and how inline your targeting is with your objectives. But this is in the heat of the moment....
Recap Reporting, Brand Strategy, and Event Marketing Measurement (Part 5 of 5)
In the first four parts of this five-part series we talked about measuring event marketing, capturing the reach of your events, understanding event marketing impact, and event marketing ROI....
Recap Reporting, Brand Strategy, and Event Marketing Measurement (Part 4 of 5)
In this five-part series, we discussed the overall measurement strategy we recommend when you’re challenged with how to measure event marketing. It starts with getting a clear understanding of...
Recap Reporting, Brand Strategy, and Event Marketing Measurement (Part 3 of 5)
In part two of this five-part series, we talked about the idea of reach in event-based marketing measurement. We reported on standard benchmarks for average samples her hour. We...