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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...

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...

When you conduct experiential marketing research on similar programs, it’s easy to assume that the program goals of one program are the same as the goals of another, but...

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...

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...

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...

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...

We’re monitoring a retail sampling campaign where the vast majority of consumers (81.9%) had never head of the brand before they came across the retail activation. We find it’s...

It’s all about predictive modeling.  You want to use what you learned from last time to do it better next time.  This happens when you can model what was...

I’m writing this on a plane coming back from the first two cities of a four city tour. We’ve been measuring the impact of experiential marketing for one Fortune...