It’s common for experiential marketing projects to have more than one phase of data collection. This is where post-event metrics help measure consumer behavior. Phase One The first...
Tag: How To Measure Effectivness of Marketing
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What is Actionable Event Data?
People often talk about making event data actionable. And so often they deliver data labeled as actionable that simply isn’t. So let’s take a second here to define what...
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...
Consumer Shifts
It’s all relative. This is particularly true of program data. It’s also one of the major reasons we encourage doing research with each program every year. It’s one thing...
How Control Groups Help Measure Impact
SUMMARY: In the realm of experiential marketing, conducting surveys is simply not good enough. While a survey by itself can measure response, it cannot measure impact. Just as pharmaceutical...
The PortMA Event Recap Review Process
We like to know where we’re going before we find out how to get there. Start with the end in mind. Design the presentation first. Insert mock data Once...
Market Saturation
As marketers, we have been ingrained with the message “more is better”….the technical term is ‘marketing saturation’. The more exposure a brand has, the more it comes top of...
Consumer Awareness Impact on Big Ticket Purchase Intent
A huge metric in this industry is a consumer’s intent to purchase. It is easily measurable with just a single survey question and, in all reality, it is the...
How Sampling Metrics Impact Experiential Strategy
With reports flying off the fingers this week, my focus is turned towards sampling performance for our beverage programs. One key area we monitor is the number of samples...