With the increasing availability of data, measurement reports often become an overwhelming sea of numbers. In this presentation, you will learn how to break down and view data in ways that help measure, report and determine the return on investment (ROI) of your live events. Topics include measurement methodology, optimization opportunities and benchmarking. • An understanding of the value of data-based decision making • The ability to decipher various types of metrics and assess their value • A collection of measurement methodologies that help demonstrate ROI • A framework for creating valuable reports for your organization

1. Mastering
measurement,
reporting and ROI
–
For event marketers
#liveROI

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
–

34. Define
Plan
Report & Optimize
Recommend
Repeat
Developing a
measurement
plan

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.

39. Define
Plan
Report & Optimize
Recommend
Developing a
measurement
plan
Repeat

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!

46. Mastering
measurement,
reporting and ROI
–
For event marketers
#liveROI