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...
Tag: How To Measure Marketing Results
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Delivering Value in a Program Recap
Reporting on programs already in progress is pretty cut and dried. We know their goals, demographic targets, etc. and it is our job as market researchers to monitor their...
ROI Outside the Bottle
This week we presented an end-of-program recap report to our client on a mobile tour for laundry detergent. The research was standard and comparable to many experiential programs we...
Travel & Leisure Event Marketing Quality vs. Quantity
Yesterday we presented to an agency partner on a travel and leisure industry mobile tour. This is the third year we’ve been called in the help measure this travel...
How To Estimate the Dollar Value of Event Marketing Impressions
We know impressions generated from event marketing have value. If impressions didn’t have value, then the media publishing industry wouldn’t exist. The question is, what is the value of...
Field Data Helps Read Between the Lines of Survey Results
Traditional market research utilizes familiar methods like web surveys and focuses groups to obtain information, and these studies usually have a formal plan outlined in their original proposals. Experiential...
Consumers Sampled – Start Collecting It Now!
While reviewing a recap for a sampling program with a client in the food industry, a question arose concerning on-site sales conversion….”How many consumers are buying my products after...
The Importance of Hitting the Demographic Target
I just reviewed a mid-program recap report focused on a sampling campaign’s performance at the half-way point. The goal of the program is to expose consumers to the category...
Using Post-Event Metrics to Measure Consumer Behavior
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...
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...