Event ROI: It’s every experiential marketer’s white whale. Sixty-three percent of event professionals cite ROI as their biggest marketing challenge. In this session, discover how with strategic planning, a shift in mindset and the right event technology, measuring event ROI becomes easier and one of the most exciting aspects of experiential marketing. Walk away with the tools and strategies needed to collect the right data, interpret the data and transform it into compelling findings your C-Suite decision-makers will understand. Key Takeaways: * Learn what data will lead to a higher ROI * Simple but powerful tools to collect and convey data * Better understand the C-Suite language to better translate findings Becca Lyon, Senior Manager, Marketing Strategy, Agency EA With more than seven years of industry experience, Becca brings a powerful blend of both marketing and experiential knowledge to her role at Agency EA. As Senior Manager, Marketing Strategy, she spearheads a data-first approach to every facet of EA’s marketing strategy. With a focus on analytics, digital marketing and audience insight, Becca successfully evolves EA’s brand and supports the agency’s steady growth. Becca knows the “why” behind each agency marketing decision made and has the numbers to prove it. In her tenure, she has concepted and managed strategic marketing campaigns and events for notable brands including Samsung, Target, Intuit, Hilton Worldwide, Ferrari, Maserati and GSV. Becca is an alumni of University of Iowa with a degree in Business Communications.

1. HOW TO DELIVER
COMPELLING ROI YOUR
C-SUITE UNDERSTANDS

2. INTRODUCING YOUR HOST
Becca Lyon
Senior Manager, Marketing Strategy
Agency EA

3. WHO IS AGENCY EA

4. SUBSCRIBE CONTACT
rlyon@agencyea.com
FOLLOW

5. WHAT’S THE BIG DEAL WITH ROI?

10. THE NUMBERS SHOW IT...
Have trouble
proving ROI to key
decision makers

11. THE NUMBERS SHOW IT...
Have trouble
proving ROI to key
decision makers
OVER
60%
Say proving it is
their biggest
challenge

12. THE NUMBERS SHOW IT...
Have trouble
proving ROI to key
decision makers
OVER
60%
ONE IN
THREE
Say proving it is
their biggest
challenge
Brand-side marketers
struggles to prove
ROI and secure
sufficient budget

13. Have trouble
proving ROI to key
decision makers.
OVER
60%
ONE IN
THREE 81%
Say proving it is
their biggest
challenge.
Brand-side marketers
struggles to prove
ROI and secure
sufficient budget.
are expected to
demonstrate ROI of
their organization’s
experiential program.
THE NUMBERS SHOW IT...

14. “For experiential, there is no industry
equation for measuring. Experiential is
hard to measure.
- Ford Global Marketing Manager on the challenge of ROI

15. “There are two types of people. The first type
are people that know and believe
experiences build brand advocacy with
attendees. [The second type] are MBA’s
who live and die by Excel spreadsheets
and numbers.
- General Mills Manager of Experiential on proving ROI
For experiential, there is no industry equation for measuring.
Experiential is hard to measure.
- Ford Global Marketing Manager on the challenge of ROI

16. “
For experiential, there is no industry equation for measuring.
Experiential is hard to measure.
- Ford Global Marketing Manager on the challenge of ROI
There are two types of people. The first type are people that
know and believe experiences build brand advocacy with
attendees. [The second type] are MBA’s who live and die by
Excel spreadsheets and numbers.
- General Mills Manager of Experiential on proving ROI
There is not a universally used and agreed
upon metric to measure ROI in
experiential – unlike media and other
industries, in experiential there’s not one
thing that everyone can rely on and say this is
how you’re universally measuring and
comparing the impact of events.
- Under Armour Global Head of Event Marketing on challenge of
proving ROI

17. PREPARING YOURSELF FOR A
STRONG MEASUREMENT PLAN

18. OLD

19. NEW

20. SHIFT THE MINDSET

21. CHECKLIST FOR MEASURING ROI

22. OBJECTIVE

23. MEASURABLE

24. CLEAR

25. RELEVANT

27. MULTI-ATTRIBUTION APPROACH
Touchpoint 1
Touchpoint 2
Touchpoint 3
Touchpoint 4
Touchpoint 5
Touchpoint 6
Touchpoint 7

28. USE DIVERSE METRICS
QUANTITATIVE QUALITATIVE

29. BUILDING YOUR MEASUREMENT PLAN

30. CLEAR MEASUREMENT
PLAN INCLUDES…
GOALS KPIS
RESULTS ROI

31. SUPPORTING TECH
Primary source tools
Customer relationship
management platforms
Attendee collection and
recording tools
Collaboration tools
Networking applications

32. EXAMPLE MEASUREMENT PLAN
GOALS SAMPLE KPI MEASUREMENT PLAN SAMPLE RESULTS SAMPLE ROI
Drive
Sales
Increased
Brand
Loyalty
# of sales acquired
within a six month
time frame from
attendees of event
% change in
perception of brand
pre-event and six
months post-event
Track attendee activity in CRM
system as sales touchpoint in
lead lifecycle
Survey sample of registrants pre-
event with questions gauging
their current brand loyalty and
re-surveying six months post-
event
At six months post event,
10 leads with event as
touchpoint closed sale
Post-event survey analysis
showed that leads’
perception of the brand
increased 25%
The event generated a
return of $X in sales
The event drove a 25%
increase in brand affinity

33. LOOK TO THE FUTURE

34. Analyze and
archive findings

35. Analyze and
archive findings
Take time to
understand what
the findings mean

36. Analyze and
archive findings
Take time to
understand what
the findings mean
Determine how
to apply it to
future initiatives

37. Analyze and
archive findings
Take time to
understand what
the findings mean
Determine how
to apply it to
future initiatives
Gain feedback
on results and
refine process

39. KEY TAKEAWAYS
Redefine your ROI to shift the mindset
Establish clear goals and a measurement plan at the forefront
Categorize your metrics
Don’t abandon the emotional aspect
Focus on the future

40. A R E S E A R C H S T U D Y
EXPERIENTIAL
T H E S T A T E OF
20 19
To receive the report, contact rlyon@agencyea.com | agencyea.com
A R E S E A R C H S T U D Y
EXPERIENTIAL
T H E S T A T E OF

41. QUESTIONS?