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Mastering
measurement,
reporting and ROI

–
For event marketers
#liveROI
SVP, Group Strategy Director

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
For today’s presentation visit:

http://bit.ly/JackROI
Ben Grossman
–
Measurement
agenda
The landscape
3 types that matter
Developing plans
Trends
Measurement
agenda
The landscape
3 types that matter
Developing plans
Trends
Only
CEB, 2012
Of marketers’ decisions
are made based on data
11%
The sad
truth
CEB, 2012
The sad
truth
Influences on
marketers’
decisions
2
3
4
5
1
Colleague recommendation
Conversations with experts
One-off customer
Data
Past experience & intuition
CEB, 2012
CEB, 2012
A little
secret
CEB, 2012
When marketers’
statistical aptitude was
tested with 5 questions,
almost half
(44%) got 4+
questions
wrong.
6%
A mere
got all
five right.
15-20%
increase in ROI
for companies that put data at
the center of their marketing
and sales decisions
What’s
at stake
McKinsey, 2013
What’s
at stake
15-20% $150 – $200
billion of
additional value
based on global
marketing of $1
trillion/year
increase in ROI
for companies that put data at
the center of their marketing
and sales decisions
McKinsey, 2013
What’s your relationship
with measurement today?
What do you want it to be
tomorrow?
Measurement
agenda
The landscape
3 types that matter
Developing plans
Trends
3 ways
measurement
matters
1 Measuring success and returns.
ROI
Optimization engine.
KPI
Context for planning.
Insight
2
3
3 ways
measurement
matters
1 Measuring success and returns.
ROI
Optimization engine.
KPI
Context for planning.
Insight
2
3
Return on
investment:
a simple
equation.
–
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.
ROI =
Business
Value -
Investment
Investment
Measurement shouldn’t be an
intellectually bankrupt exercise.
It can't cost more than the value
you get out of it.
–
@BenGrossman
Tweetable tip
–
Return on
investment:
Defining
business
value.
–
Customer Lifetime Value
(CLTV) -- not immediate sales
-- sets the standard for
determining 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.
This is easiest if you can track a new sale or
a lift in spending behavior.
2. Compare attendee value to a control
group of consumers to make sure that the
value you’re identifying is unique to those
who came to your event.
Customer Lifetime Value
(CLTV) -- not immediate sales
-- sets the standard for
determining value (and thus,
lift in value). Harvard
Business School offers a
useful tool to help
organizations calculate
CLTV: http://bit.ly/CLTVtool.
Return on
investment:
Defining
business
value.
–
What if your value doesn’t come through
in new sales or sales lift?
That’s okay — but you have to find a
way to quantify other metrics:
1. Retention
2. Cost Avoidance
3. Advocacy
4. Preference
5. Awareness
6. Familiarity
7. Many more!
Customer Lifetime Value
(CLTV) -- not immediate sales
-- sets the standard for
determining value (and thus,
lift in value). Harvard
Business School offers a
useful tool to help
organizations calculate
CLTV: http://bit.ly/CLTVtool.
Return on
investment:
Defining
business
value.
–
What if I can’t use my audience’s actual
behavior as a way to derive value?
Our sales and marketing systems are
integrated.
My sales people don’t share data.
Always see if you can fix that first, so you use a
marketing automation or customer relationship
management platform to determine true value. It’s
worth it!
Otherwise, using a self-reported survey can be a
relatively accurate substitute. Asking questions
about purchase intention, retention intention or
likelihood to recommend (Net Promoter Score)
can help.
Customer Lifetime Value
(CLTV) -- not immediate sales
-- sets the standard for
determining value (and thus,
lift in value). Harvard
Business School offers a
useful tool to help
organizations calculate
CLTV: http://bit.ly/CLTVtool.
Return on
investment:
Defining
business
value.
–
3 ways
measurement
matters
1 Measuring success and returns.
ROI
Optimization engine.
KPI
Context for planning.
Insight
2
3
Experiences must be agile. If
you’re not changing something,
you’re not listening closely
enough.
–
@BenGrossman
Tweetable tip
–
Key
performance
indicators:
an optimization
engine.
–
Key performance indicators
(KPIs) are a set of initiative-
specific metrics that are the
key drivers of ultimate
success and returns.
Key
performance
indicators:
an optimization
engine.
–
Optimizing against KPIs on an iterative
and ongoing basis allows marketers to
maximize returns. Common live
experience KPIs include:
Key performance indicators
(KPIs) are a set of initiative-
specific metrics that are the
key drivers of ultimate
success and returns.
▪ # 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
Key
performance
indicators:
an optimization
engine.
–
Note: These numbers are typically not in
dollars and cents.
Key performance indicators
(KPIs) are a set of initiative-
specific metrics that are the
key drivers of ultimate
success and returns.
▪ # 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
3 ways
measurement
matters
1 Measuring success and returns.
ROI
Optimization engine.
KPI
Context for planning.
Insight
2
3
Your brand experiences
should get smarter every
time they happen.
–
@BenGrossman
#LiveROI
Tweetable tip
–
Measuring for
insight:
providing
context for
planning.
–
Often times, marketers get
bogged down reporting
metrics that don’t matter to
senior level audiences. But
certain, insight-driving
information should be
preserved.
Measuring for
insight:
providing
context for
planning.
–
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:
Often times, marketers get
bogged down reporting
metrics that don’t matter to
senior level audiences. But
certain, insight-driving
information should be
preserved.
▪ 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
3 ways
measurement
matters
1 Measuring success and returns.
ROI
Optimization engine.
KPI
Context for planning.
Insight
2
3
3 ways
measurement
matters
1 Measuring success and returns.
ROI
Optimization engine.
KPI
Context for planning.
Insight
2
3
Measure and report
based on your
audience.
3 ways
measurement
matters
1 C-Suite
ROI
Marketing Team
KPI
Day-to-Day Event Team
Insight
2
3
Measure and report
based on your
audience.
Measurement
agenda
The landscape
3 types that matter
Developing plans
Trends
Measurement simplicity is
key. And simplicity doesn’t
happen without some
complex planning.
–
@BenGrossman
#LiveROI
Tweetable tip
–
Define
Plan
Report & Optimize
Recommend
Repeat
Developing a
measurement
plan
Developing a
measurement
plan
Define
Plan
Report & Optimize
Recommend
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.
Developing a
measurement
plan
Define
Plan
Report & Optimize
Recommend
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.
Developing a
measurement
plan
Define
Plan
Report & Optimize
Recommend
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.
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.
Define
Plan
Report & Optimize
Recommend
Developing a
measurement
plan
Repeat
Measurement
agenda
The landscape
3 types that matter
Developing plans
Trends
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.
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.
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.
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.
Webtrends appended its
customer profiles with B2B
data sources and cut its
profiling process from 21
days to 24 hours.
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.
Measurement
agenda
The landscape
3 types that matter
Developing plans
Trends
SVP, Group Strategy Director

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
For today’s presentation visit:

http://bit.ly/JackROI
Ben Grossman
–
How did we measure up?
Continue the conversation!
Mastering
measurement,
reporting and ROI

–
For event marketers
#liveROI

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HOW TO: Measure ROI for Live Events

  • 2. SVP, Group Strategy Director
 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 For today’s presentation visit:
 http://bit.ly/JackROI Ben Grossman –
  • 3. Measurement agenda The landscape 3 types that matter Developing plans Trends
  • 4. Measurement agenda The landscape 3 types that matter Developing plans Trends
  • 5. Only CEB, 2012 Of marketers’ decisions are made based on data 11% The sad truth
  • 6. CEB, 2012 The sad truth Influences on marketers’ decisions 2 3 4 5 1 Colleague recommendation Conversations with experts One-off customer Data Past experience & intuition CEB, 2012
  • 7. CEB, 2012 A little secret CEB, 2012 When marketers’ statistical aptitude was tested with 5 questions, almost half (44%) got 4+ questions wrong. 6% A mere got all five right.
  • 8. 15-20% increase in ROI for companies that put data at the center of their marketing and sales decisions What’s at stake McKinsey, 2013
  • 9. What’s at stake 15-20% $150 – $200 billion of additional value based on global marketing of $1 trillion/year increase in ROI for companies that put data at the center of their marketing and sales decisions McKinsey, 2013
  • 10. What’s your relationship with measurement today? What do you want it to be tomorrow?
  • 11. Measurement agenda The landscape 3 types that matter Developing plans Trends
  • 12. 3 ways measurement matters 1 Measuring success and returns. ROI Optimization engine. KPI Context for planning. Insight 2 3
  • 13. 3 ways measurement matters 1 Measuring success and returns. ROI Optimization engine. KPI Context for planning. Insight 2 3
  • 14. Return on investment: a simple equation. – 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. ROI = Business Value - Investment Investment
  • 15. Measurement shouldn’t be an intellectually bankrupt exercise. It can't cost more than the value you get out of it. – @BenGrossman Tweetable tip –
  • 16. Return on investment: Defining business value. – Customer Lifetime Value (CLTV) -- not immediate sales -- sets the standard for determining value (and thus, lift in value). Harvard Business School offers a useful tool to help organizations calculate CLTV: http://bit.ly/HBSCLTV.
  • 17. 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. This is easiest if you can track a new sale or a lift in spending behavior. 2. Compare attendee value to a control group of consumers to make sure that the value you’re identifying is unique to those who came to your event. Customer Lifetime Value (CLTV) -- not immediate sales -- sets the standard for determining value (and thus, lift in value). Harvard Business School offers a useful tool to help organizations calculate CLTV: http://bit.ly/CLTVtool. Return on investment: Defining business value. –
  • 18. What if your value doesn’t come through in new sales or sales lift? That’s okay — but you have to find a way to quantify other metrics: 1. Retention 2. Cost Avoidance 3. Advocacy 4. Preference 5. Awareness 6. Familiarity 7. Many more! Customer Lifetime Value (CLTV) -- not immediate sales -- sets the standard for determining value (and thus, lift in value). Harvard Business School offers a useful tool to help organizations calculate CLTV: http://bit.ly/CLTVtool. Return on investment: Defining business value. –
  • 19. What if I can’t use my audience’s actual behavior as a way to derive value? Our sales and marketing systems are integrated. My sales people don’t share data. Always see if you can fix that first, so you use a marketing automation or customer relationship management platform to determine true value. It’s worth it! Otherwise, using a self-reported survey can be a relatively accurate substitute. Asking questions about purchase intention, retention intention or likelihood to recommend (Net Promoter Score) can help. Customer Lifetime Value (CLTV) -- not immediate sales -- sets the standard for determining value (and thus, lift in value). Harvard Business School offers a useful tool to help organizations calculate CLTV: http://bit.ly/CLTVtool. Return on investment: Defining business value. –
  • 20. 3 ways measurement matters 1 Measuring success and returns. ROI Optimization engine. KPI Context for planning. Insight 2 3
  • 21. Experiences must be agile. If you’re not changing something, you’re not listening closely enough. – @BenGrossman Tweetable tip –
  • 22. Key performance indicators: an optimization engine. – Key performance indicators (KPIs) are a set of initiative- specific metrics that are the key drivers of ultimate success and returns.
  • 23. Key performance indicators: an optimization engine. – Optimizing against KPIs on an iterative and ongoing basis allows marketers to maximize returns. Common live experience KPIs include: Key performance indicators (KPIs) are a set of initiative- specific metrics that are the key drivers of ultimate success and returns. ▪ # 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
  • 24. Key performance indicators: an optimization engine. – Note: These numbers are typically not in dollars and cents. Key performance indicators (KPIs) are a set of initiative- specific metrics that are the key drivers of ultimate success and returns. ▪ # 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
  • 25. 3 ways measurement matters 1 Measuring success and returns. ROI Optimization engine. KPI Context for planning. Insight 2 3
  • 26. Your brand experiences should get smarter every time they happen. – @BenGrossman #LiveROI Tweetable tip –
  • 27. Measuring for insight: providing context for planning. – Often times, marketers get bogged down reporting metrics that don’t matter to senior level audiences. But certain, insight-driving information should be preserved.
  • 28. Measuring for insight: providing context for planning. – 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: Often times, marketers get bogged down reporting metrics that don’t matter to senior level audiences. But certain, insight-driving information should be preserved. ▪ 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
  • 29. 3 ways measurement matters 1 Measuring success and returns. ROI Optimization engine. KPI Context for planning. Insight 2 3
  • 30. 3 ways measurement matters 1 Measuring success and returns. ROI Optimization engine. KPI Context for planning. Insight 2 3 Measure and report based on your audience.
  • 31. 3 ways measurement matters 1 C-Suite ROI Marketing Team KPI Day-to-Day Event Team Insight 2 3 Measure and report based on your audience.
  • 32. Measurement agenda The landscape 3 types that matter Developing plans Trends
  • 33. Measurement simplicity is key. And simplicity doesn’t happen without some complex planning. – @BenGrossman #LiveROI Tweetable tip –
  • 35. Developing a measurement plan Define Plan Report & Optimize Recommend 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.
  • 36. Developing a measurement plan Define Plan Report & Optimize Recommend 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.
  • 37. Developing a measurement plan Define Plan Report & Optimize Recommend 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.
  • 38. 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.
  • 40. Measurement agenda The landscape 3 types that matter Developing plans Trends
  • 41. 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. 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.
  • 42. 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. 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.
  • 43. Webtrends appended its customer profiles with B2B data sources and cut its profiling process from 21 days to 24 hours. 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.
  • 44. Measurement agenda The landscape 3 types that matter Developing plans Trends
  • 45. SVP, Group Strategy Director
 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 For today’s presentation visit:
 http://bit.ly/JackROI Ben Grossman – How did we measure up? Continue the conversation!