Presentation from Event Marketing Summit 2013 in Chicago, IL, by Matt Pensinger

1. Measurement
7 Ways for B2B
7 Ways for B2C
EMS 2013

2. 1. Position your image over this area.
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This places it behind
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10.0”
3.8”
SVP, Managing Director
Jack Morton Worldwide
matt_pensinger@jackmorton.com
@pensinger
Matt Pensinger

3. 1. Position your image over this area.
2. Resize and/or crop your image so that
it fills the entire slide (10.0” x 7.5”)
3. Right click your image
and choose Send to Back.
10.0”
7.5”
Measurement
Conundrum

4. Quick Survey
Why
Definitions
MOs / KPIs
B2B/B2C Frameworks
Towards Big Data
Agenda

5. How many lead, manage or
approve measurement
initiatives?
How many think your
company (or client) values
measurement in your
programs?
What is your satisfaction
with current measurement
efforts?
Survey

6. Why
Measurement?

7. Drive
Decisions

8. Impressions
Awareness
Attendance
Web site traffic
Leads
Social media mentions
Consideration
Sales
ROI
and think about the decisions ahead…
So, measure what matters

9. Measurement starts with a
clear definition of success

10. Definitions

11. 1. Measurable Objectives (MO)
2. Success Metrics (KPIs): “Are you successful or
not?”
3. Diagnostic Metrics: “Why?” or “Why Not?”
The answers to these questions will help you:
Replicate success
Fix what’s not working
Measurement Definitions

12. Measurable Objectives
Raise awareness
Raise understanding
Improve perception
Generate advocacy
Drive purchase consideration
Improve commitment/engagement
Generate demand
Generate sales
Improve productivity
12

13. IDENTIFIED KPIs?
Framework
13
MO KPIs
Raise awareness
Attendance, registrations, impressions, premiums collected
Raise
understanding
Familiarity with brand/product messages, share of voice, dwell time, activities completed,
conversations with brand ambassadors, training completions, trials completed, samples
completed, demos completed, test drives completed
Improve perception
Overall brand opinion, rating of brand/product messages,
customer anecdotes, employee rating of workplace/training, preference over competitor brand
Generate advocacy
Likelihood to recommend brand (Net Promoter Score),
likelihood to share experience, experience content shares (e.g. video), Google search, social
network friends/comments/likes, online comments, online sentiment, media coverage
Drive purchase
consideration
Likelihood to purchase, likelihood to contact
Improve
commitment /
engagement
Employee preparedness, employee motivation, customer pledge of commitment
Generate demand Customer meetings, leads (requests for information / follow up contact), customer
acquisitions, customer commitment
Generate sales New customer sales, repeat sales
Improve productivity Customer/employee attrition, sales per employee

14. B2B Frameworks
User Conference
(Existing Customers)
Sales Meeting
(Employees)
Pre-Event Audience gen. effectiveness
Web traffic
Registrations
Brand engagement
Social conversations
Sponsor/partner participation
Understanding (benchmark)
Sales/employee (benchmark)
Engagement (benchmark)
Session registrations
% Pre-work completed
During Attendance (overall / sessions)
Rating of brand/product
messages
Customer Anecdotes
Leads
Social conversations
Session attendance
Understanding of brand/products
Rating of brand/product
messages
Post-Event Event diagnostics
Session ratings
Engagement
Social conversations
Sponsor/partner feedback
Event Revenue
NPS
Sales
Event diagnostics
Engagement
Rating of content/learning
Productivity of sales tools
Sales/employee
Attrition

15. B2C Frameworks
Proprietary Event Sponsorship Activation
Pre-Event Audience gen. effectiveness
Web traffic
Registrations
Brand engagement
Social conversations
Property marketing effectiveness
Web traffic
Social conversations
During Attendance
Brand/product interactions
Rating of brand/product
messages
Customer Anecdotes
Opt-ins / Leads
Social conversations
Earned media
Attendance (% of event & target)
Brand/product interactions
Rating of brand/product
messages
Opt-ins / Leads
Social conversations
Earned media
Post-Event Event diagnostics
Social conversations
NPS
Engagement
Lead conversion
Sales
Event diagnostics
Social conversations
NPS
Engagement
Lead conversion
Sales

16. Net Promoter Score

17. ROO
ROE
ROI

18. Companies do not want to have events
They want to
build long-term relationships
with their audiences to
drive revenue growth

19. ROI Models
Single Attribution (Last/First)
Single Attribution with Revenue
Cycle Projection
Attribute across touchpoints
Test and Control Groups
Marketing Mix Modeling
19
Cost
Accuracy

20. ROI Model Comparison
Pros Cons
Single Attribution
(Last / First)
Simple to implement
Works well when focus is on lead
generation
Simple metric on investment/lead
Does not give value to
subsequent touchpoints
May give too much credit to lead
generation programs
Hard to quantify until the sale
Single Attribution
+ Revenue Cycle
Projection
Focuses on revenue impact of
programs
Estimates future value of today’s
investments
Considers lead quality and
quantity
Uses past performance to
forecast future results
Attributes value to lead sources
vs. other marketing elements
Requires that estimates must
eventually be
backed up with actual results
Attribute Across
Touchpoints
Incorporates nurturing
touchpoints in addition to leads
Useful for long revenue cycles
with many touches
Focuses on all contacts
associated with a deal
Requires assumptions that can
add bias to analysis
Important to find any possible
“hidden” contributors, including
online and sales activity
Lacks insight into synergy of
tactics

21. Moving towards
Big Data

22. Brand Experience Optimization Model
The BXP Optimization model is a proprietary measurement tool developed
based upon the analysis for thousands of event. The model allows Jack
Morton to…
• Quickly identify activation elements that have the greatest impact on a
brand experience as well as prioritize and determine the most cost
efficient means of improving an experience
• Quantify consumers’ overall satisfaction with an experience and
determine if it met expectations
• Measure the degree by which an experience impacts key brand
measures and the likelihood consumers will take future action

23. There are three core areas where the model provides insights to:
Understand consumers’ overall satisfaction with a brand experience via
the Brand Experience Score (scale from 0 to 1000 with programs typically
targeting 800 and higher)
Determine the most effective way to meet/exceed consumer expectations
via Operational Element Ranking and Priority Analyses
This allows us to provide actionable insight like an appropriate budget
allocation shift from entertainment to informative activation elements or vice
versa
Recognize the likely impact on Future Outcomes and key Marketing
Measures
Likelihood to Share the Experience/Tell a Friend
Recommend Brand
Purchase Consideration
Visit Brand Website/Contact Retailer
BXP Optimization Model Overview

24. Brand Experiences have limited consumer engagement/activation
budgets, but those budgets need to be maximized and utilized to
exceed consumers’ expectations most efficiently
There are a half dozen activation/execution elements that typically
explain 50% to 75% (adjusted R squared .50 to .75) of the success
or failure of a brand experience. For any given program, one or
two of those elements are usually the primary drivers of success
The key to efficient and effective execution is quickly identifying
the elements that are most important to your consumers and
ensuring that those elements receive adequate attention and
allocation of the activation budget
BXP Optimization Model Overview

25. Huawei Case Study

26. 3 Concepts
Living Tour – Lifestyle
interaction in a Botanical
Gardens-like environment
Solutions Tour – Emphasized
consumer interaction with
Huawei product via multimedia
and 1:1 product interactions
Entertainment Tour –
Highlighted Huawei’s new music
app, featured a live DJ and
hands-on demos of new music
platform
Huawei Summer Tour

27. BXP indicated that the “Solutions” tour resonated best with consumers, earned a very strong Brand
Experience Score and drove significantly higher brand measures compared to both the “Living” and
“Entertainment” tours that scored a little below average.
The BXP analysis suggested that more personal interaction with the brand ambassadors and the
Huawei devices is what set the “Solutions” tour apart from the rest, as it was also the most product
centric execution of the three.
Huawei Summer Tour – BXP Analysis
EXECUTION TWO:
“SOLUTIONS”
BRAND EXPERIENCE
SCORE
841
Consider Brand
Recommend Brand
Share Experience
39% (Very
Likely)
35%
30%
EXECUTION ONE:
“LIVING”
BRAND EXPERIENCE
SCORE
784
EXECUTION THREE:
“ENTERTAINMENT”
BRAND EXPERIENCE
SCORE
775
Consider Brand
Recommend Brand
Share Experience
56% (Very
Likely)
59%
50% Consider Brand
Recommend Brand
Share Experience
36% (Very
Likely)
35%
29%

28. 1. Set Measurable Objectives
2. Map out KPIs
3. Design measurement plan
based on business
decisions
4. Plug in benchmarks
5. Determine collection
methods/sources
6. Build the Dashboard
7. Go do it!
8. Analyze and apply
Wrap Up

29. 1. Position your image over this area.
2. Resize and/or crop your image as necessary so that it
is slightly larger than the grey area and covers it
entirely. (approximate dimension of image: 10.0” x 3.8”)
3. With the grey area now hidden behind your
image, right click your image and choose
Send to Back.
This places it behind
a frame to ensure consistent placement
and sizing across all slides.
10.0”
3.8”
SVP, Managing Director
Jack Morton Worldwide
matt_pensinger@jackmorton.com
@pensinger
Matt Pensinger