As technology infuses itself into live experiences, event marketers are often left with a sea of meaningless metrics. This presentation, originally presented by Ben Grossman at EventTech 2013, outlines the three types of measurement that actually matter (ROI, KPIs and beyond), how to make marketing measurement happen and why doing it will make you a better marketer. Topics covered include measurement methodology, optimization opportunities and benchmarking.

1. 3 WAYS
MEASUREMENT
MATTERS
FOR LIVE
EXPERIENCES

2. How did we measure up?
Continue the conversation!
BEN GROSSMAN
SENIOR STRATEGIST
JACK MORTON WORLDWIDE
e: ben_grossman@jackmorton.com
m: + 1.617.752.1171
t: @BenGrossman
w: www.ben-grossman.com
Read our blog: blog.jackmorton.com
Follow us on twitter: @JackMorton
Visit us online: www.jackmorton.com

3. THE LANDSCAPE
3 WAYS IT MATTERS
DEVELOPING PLANS
TRENDS
MEASUREMENT
AGENDA

4. THE LANDSCAPE
3 TYPES THAT MATTER
DEVELOPING PLANS
TRENDS
MEASUREMENT
AGENDA

5. THE SAD TRUTH:
ONLY 11%
OF MARKETERS’ DECISIONS ARE
MADE BASED ON DATA.
CEB, 2012

6. THE SAD TRUTH:
INFLUENCES ON
MARKETERS’ DECISIONS
1. PAST EXPERIENCE & INTUITION
2. COLLEAGUE RECOMMENDATION
3. CONVERSATIONS WITH EXPERTS
4. ONE-OFF CUSTOMER INTERACTIONS
5. DATA
CEB, 2012

7. A LITTLE SECRET...
When marketers’ statistical aptitude
was tested with 5 questions, almost
half (44%) got 4+ questions wrong.
A mere 6% got all five right.
CEB, 2012

8. WHAT’S AT STAKE:
15-20%
INCREASE IN ROI
for companies that put data at the center
of their marketing and sales decisions
McKinsey, 2013

9. WHAT’S AT STAKE:
15-20%
INCREASE IN ROI
for companies that put data at the center
of their marketing and sales decisions
$150 – $200 billion of additional value
based on global marketing of $1 trillion/year
McKinsey, 2013

10. THE LANDSCAPE
3 TYPES THAT MATTER
DEVELOPING PLANS
TRENDS
MEASUREMENT
AGENDA

11. 3 WAYS MEASUREMENT MATTERS
1. ROI
Measuring success and returns.
2. KPI
Optimization engine.
3. INSIGHT
Context for planning.

12. 3 WAYS MEASUREMENT MATTERS
1. ROI
Measuring success and returns.
2. KPI
Optimization engine.
3. INSIGHT
Context for planning.

13. Return on Investment:
A simple equation.
(Business Value - Investment)
ROI =
Investment
For most marketers, the challenge in calculating ROI is
not determining the investment (cost) of the experience,
but rather determining what business value is delivered.

14. TWEET-ABLE TIP:
“
Measurement shouldn’t be an intellectually
bankrupt exercise. It can't cost more than
the value you get out of it.”
- @BenGrossman

15. Return on Investment:
Defining business value.
Customer Lifetime Value (CLTV) -- not immediate sales -sets the standard for terming value (and thus, lift in value).
Harvard Business School offers a useful tool to help
organizations calculate CLTV: http://bit.ly/HBSCLTV.

16. Return on Investment:
Defining business value.
Customer Lifetime Value (CLTV) -- not immediate sales -sets the standard for terming value (and thus, lift in value).
Harvard Business School offers a useful tool to help
organizations calculate CLTV: http://bit.ly/HBSCLTV.
The best way to determine business value of a specific
live event is two-fold:
1. Use cohort analysis of attendees’ pre/post behavior
to determine a lift in value (i.e. spending, loyalty,
advocacy, etc.).
2. Compare attendee value to a control group of
consumers.

17. Return on Investment:
Defining business value.
Customer Lifetime Value (CLTV) -- not immediate sales -sets the standard for terming value (and thus, lift in value).
Harvard Business School offers a useful tool to help
organizations calculate CLTV: http://bit.ly/HBSCLTV.
The best way to determine business value of a specific
live event is two-fold:
1. Use cohort analysis of attendees’ pre/post behavior
to determine a lift in value (i.e. spending, loyalty,
advocacy, etc.).
2. Compare attendee value to a control group of
consumers.
Note: When unable to use actual behavior as an
indicator of value (generally through a marketing
automation or customer relationship management
platform), using self-reported survey data from can be a
relatively accurate substitute.

18. 3 WAYS MEASUREMENT MATTERS
1. ROI
Measuring success and returns.
2. KPI
Optimization engine.
3. INSIGHT
Context for planning.

19. TWEET-ABLE TIP:
“
Experiences must be agile. If you’re not
changing something, you’re not listening
closely enough.”
- @BenGrossman

20. Key Performance Indicators:
An optimization engine.
Key performance indicators (KPIs) are a set of initiativespecific metrics that are the key drivers of ultimate success
and returns.

21. Key Performance Indicators:
An optimization engine.
Key performance indicators (KPIs) are a set of initiativespecific metrics that are the key drivers of ultimate success
and returns.
Optimizing against KPIs on an iterative and ongoing
basis allows marketers to maximize returns. Common
live experience KPIs include:
‣
‣
‣
‣
‣
‣
‣
‣
# of Attendees
Net Promoter Score
Avg. Time Spent
Engagement Rates
Conversion Rates
Satisfaction
Attendee Quality
Social Media Sentiment
‣
‣
‣
‣
Attendance Rate
Event Loyalty Rate
Digital Channel Metrics
Digital Installation
Interaction Metrics
‣ Social Media
Engagement Rates
‣ # of Impressions

22. 3 WAYS MEASUREMENT MATTERS
1. ROI
Measuring success and returns.
2. KPI
Optimization engine.
3. INSIGHT
Context for planning.

23. TWEET-ABLE TIP:
“
Your brand experiences should get
smarter every time they happen.”
- @BenGrossman

24. Measuring for Insight:
Providing context for planning.
Often times, marketers get bogged down reporting
metrics that don’t matter the senior level audiences. But
certain, insight-driving information should be preserved.

25. Measuring for Insight:
Providing context for planning.
Often times, marketers get bogged down reporting
metrics that don’t matter the senior level audiences. But
certain, insight-driving information should be preserved.
Complementary data that doesn’t speak directly to
success can provide context (the “why”) behind certain
results. These should be reported sparingly, but
analyzed carefully. Examples include:
‣
‣
‣
‣
‣
‣
‣
Gender of Attendees
Attendee Ages
Geography
Ethnicity of Attendees
Weather
Food Consumption
# of Brand
Ambassadors
‣
‣
‣
‣
‣
# of Complaints
Quality of Staff
Time of Year
Time of Day
Confounding World/
Local Events
‣ Competitive Landscape
‣ Creative Considerations

26. 3 WAYS MEASUREMENT MATTERS
1. ROI
Measuring success and returns.
2. KPI
Optimization engine.
3. INSIGHT
Context for planning.

27. TO WHOM MEASUREMENT MATTERS:
1. ROI
C-Level Executives
2. KPI
Senior Marketers
3. INSIGHT
Marketing Teams
Measure and report
based on your audience.

28. THE LANDSCAPE
3 TYPES THAT MATTER
DEVELOPING PLANS
TRENDS
MEASUREMENT
AGENDA

29. TWEET-ABLE TIP:
“
Measurement simplicity is key. And
simplicity doesn’t happen without some
complex planning.
- @BenGrossman

30. DEVELOPING A
MEASUREMENT PLAN
DEFINE
PLAN
REPORT & OPTIMIZE
RECOMMEND
REPEAT

31. DEVELOPING A
MEASUREMENT PLAN
DEFINE
Define the measurable measure of success for
your live experience.
Establish what data outputs you will need to
conduct your analysis.
Create report templates for the analyses you
will want to generate.

32. DEVELOPING A
MEASUREMENT PLAN
DEFINE
PLAN
Plan how you will collect data to create the
inputs for your models and reports.
Institute dashboards, surveys, and database
integrations that enable you to operationalize
your Measurement Plan.
Establish team roles and responsibilities.
Identify optimization opportunities.

33. DEVELOPING A
MEASUREMENT PLAN
DEFINE
PLAN
REPORT & OPTIMIZE
Reporting should be a mix of instant indicators
and thorough post-analysis.
An optimization plan should enable real-time
shifts that are feasible and actionable.

34. DEVELOPING A
MEASUREMENT PLAN
DEFINE
PLAN
REPORT & OPTIMIZE
RECOMMEND
Final results should be reported to relevant
stakeholders (sometimes requires multiple
reports) in an insights and implications format.

35. DEVELOPING A
MEASUREMENT PLAN
DEFINE
PLAN
REPORT & OPTIMIZE
RECOMMEND
REPEAT

36. THE LANDSCAPE
3 TYPES THAT MATTER
DEVELOPING PLANS
TRENDS
MEASUREMENT
AGENDA

37. Just In Time Optimization.
Hubspot opened up more space in real time at its Inbound
2013 conference and used social media to determine
which speakers should host encore presentations.
When social media-empowered
attendees called for it, Hubspot
opened up more space in real time at
its Inbound 2013 conference.
It also tracked which sessions filled
up and used the data to invite
speakers to host encore presentations
before the conference was over.

38. Simplicity Rules.
In a world where data is growing at a rate of 40% per
year, there are two types of people: complicators and
simplifiers. You want simplifiers doing your measurement.
Fab.com is using DelightedApp to survey its
customers with a one-question Net Promoter
Score survey that lives within the email.
Response rates are through the roof.

39. Making Big Data Small.
Big Data is only as good as how you use it. Consider
small ways for data to enhance your understanding of
event attendees and customers.
Webtrends appended its customer profiles with
B2B data sources and cut its profiling process
from 21 days to 24 hours.

40. THE LANDSCAPE
3 WAYS IT MATTERS
DEVELOPING PLANS
TRENDS
MEASUREMENT
AGENDA

41. How did we measure up?
Continue the conversation!
BEN GROSSMAN
SENIOR STRATEGIST
JACK MORTON WORLDWIDE
e: ben_grossman@jackmorton.com
m: + 1.617.752.1171
t: @BenGrossman
w: www.ben-grossman.com
Read our blog: blog.jackmorton.com
Follow us on twitter: @JackMorton
Visit us online: www.jackmorton.com

42. 3 WAYS
MEASUREMENT
MATTERS
FOR LIVE
EXPERIENCES