At PortMA we design data collection plans, collect data, analyze, and report for 30 to 40 brands/event marketing campaigns a year. In almost every case, the goal is to generate...
Tag: marketing insights
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The Jack Phillips Method to Measuring Meetings and Events (An Introduction)
Most of the measurement discussions on this website and in the event marketing industry are about measuring mobile tours, sampling programs, and larger experiential footprints. But what about all...
The Ultimate Event Recap Template
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...
Defining Language to Find Actionable Insights
Defining language can be surprisingly difficult. We all have our own vocabulary and can clearly communicate with one another, but if you look deeper, you might realize that sometimes...
How Post-Event Surveys Inform Marketing Strategy
Recently, we recapped survey results for a mobile tour we measured last summer into the fall. The measurement strategy utilized independent ethnographers surveying event attendees who visited the organization’s...
Consumer Purchase Cycles and Event Marketing Return-on-Investment
There are many theories of consumer purchase cycles and event marketing ROI. Some are overly complicated and others overly simple. As a team of market researchers specializing in the...
Pilot Study – Luxury or Necessity?
We recently conducted a pilot study for a national program involving 12 brands. We worked with one of those brands for our pilot phase, to determine the data collection...
How Data Trends Uncover New Insights
Since 2012, we have been measuring the impact of a long-term experiential marketing program for a brand of pasta and sauce. In the summer of 2013, we discovered a...
Recap Reporting, Brand Strategy, and Event Marketing Measurement (Part 1 of 5)
Background I started working in the Experiential Marketing Industry in 2005. Since then I’ve seen a lot of recap reports. My first job in the industry was to help...
The Metric Where Opportunity Is Hiding
You’re researching your brand’s market share and you discover that a large portion of the consumers you are reaching have purchased your product before, but not recently enough to be...