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One of our key objectives in marketing analytics is to show the campaign “reach.” “Reach” is how often the target consumer is reached at experiential events. Measuring “reach” ensures...

If you read my blog posts regularly (okay, semi-regularly… once in a blue moon?) you know that much of my research is in the spirits industry. Whiskey, vodka, liqueur, you...

Experiential marketing research is a powerful tool. But, it is often misunderstood. It can be sought and embraced, but it can also be approached with skepticism and trepidation. It even can...