Demystifying Data: Recent Episodes
Chris Clegg
The Demystifying Data podcast, with host Chris Clegg, deconstructs the tools and techniques marketers need to make data more actionable. Intermixed with tutorials and case studies, Chris interviews a variety of industry professionals who share their secrets on how they use data to be better at what they do. You can listen to the podcasts below or subscribe anywhere you listen to podcasts.
In this podcast, Chris talks about working remotely and organizing a team of knowledge workers where the product of your labor is your ideas. The podcast goes over a few recommended tools and recommends key considerations when trying to replicate what would be normal and natural in an office environment.
At the close of this podcast Chris acknowledges the unprecedented interruption current public health concerns have had on the Experiential Marketing and Events industry.
The Demystifying Data Podcast will be on hold for the next four to six weeks while we, along with our Clients, regroup, re-organize, and prepare to come out of the current situation stronger than ever.
Links of Interest
- Slack – https://slack.com/
- Sneek – http://sneek.io/
- Google Business Suite - https://gsuite.google.com/
In this “Use Case Study” Chris covers analysis and interpretation techniques around analyzing data from field staff, interpreting that data so it is actionable, and using the data for benchmarks and reporting. All of this as a method toward the goal of identifying what is working well (you can do more of that) and what isn’t (so you can do less).
This episode focuses on common field staff recapping metrics such as attendance, hours of activation, and number of consumers sampled. Data interpretation techniques are discussed and direction given to agency managers on using data to identify best practices and challenges.
Links of Interest
- PortMA’s Library of Industry Benchmarks Reports
- The Benchmarks PortMA Focuses on
- Improving your Agency’s In-house data practices
In this Part 2 of the 2-part series, Chris continues his conversation with Isaac Simpson of NVE Experience Agency, and writer for the daily newsletter, “The Future Party.”
In this this second part Chris and Isaac dive deep into measurement. Isaac breaks down the four goals of any marketing campaign: Awareness, Consideration, Preference and Conversion and the conversation unfolds around campaign evaluation strategies and how to know when influencer marketing works.
Links of Interest
- Isaac Simpson
- NVE
- The Future Party
In this Part 1 of 2-part series, Chris talks with Isaac Simpson from NVE Experience Agency, who is also a writer for a daily culture trend newsletter called The Future Party.
In this interview, it is all about Influencer Marketing, the maturing of the market, and how agencies were built to support the Influencer marketing world. Isaac has some great thoughts about the agency model best way to deliver this type of service is still in development.
They also talk about the tools on how to find the right Influencers, what advertising is doing in this market, with a few case studies.
Links of Interest
- Isaac Simpson
- NVE
- The Future Party
- Instagram: insta_repeat
In this episode, Chris shares several case studies of how brands approached the measurement of on-premise sampling (adult beverage industry). He offers insight into how experiential engages the consumer, the role of the trade/ bartenders, and what role analysts and marketers should take in helping to support the work being done.
A couple of examples discussed include:
- On-Premise interviews with consumers at bar/ sampling events
- In-depth Interviews with the trade/ bartenders
- The use of “Bounce Back Cards” to gather survey responses from consumers and bartenders
- Menus placement for spirit brands, how to analyze it, and what insights are gained
Links of Interest
- PortMA’s new website -
- Adult Beverage Sampling Benchmarks Publications
In this Part 2 of a 2-part series, Chris talks with Steve Randazzo, founder & president of Pro Motion, about his recent publication, ‘Brand Experience: Building Connections in a Digitally Cluttered World’. Chris and Steve discuss working with Duct Tape brand, how consumers opt-in at an experiential event, and Steve’s take on the philosophy of ‘Right Message/ Right Time/ Right Person.’
Links
- Steve Randazzo
- Pro Motion
- Pro Motion’s Instagram
- Duct Tape
- Avon Duct Tape Festival
In this Part 1 of a 2-part series, Chris talks with Steve Randazzo, founder & president of Pro Motion, about how experiential keeps us young, what it was like being in an agency during the financial crisis of 2007/2008, and how social media isn’t all that social.
Links of Interest
- Steve Randazzo
- Steve’s Twitter
- Pro Motion
- Pro Motion’s Twitter
- Pro Motion’s Instagram
This episode was recorded live from the Consumer Electronics Show (CES) in Las Vegas and is Part 2 of a 2-part series of Chris’s discussion with David Paull.
In this episode of Demystifying Data Chris talks with David on what they saw and thought when walking around the floor of CES.
- Delta –Technology trends intended to improve travel.
- Television –The evolution of TV and Audio technology will be the recreation of what the director and artist intended.
- Automotive - Flexible screens and heads-up display in cars.
- Why a market researcher should attend CES.
Links of Interest
- CES 2020
- Engagious
- The Engagious Podcast
- Audible Insights
- Delta at CES 2020
- Sony 360 Reality Audio
- Vehicle Screens
This episode was recorded live from the Consumer Electronics Show (CES) in Las Vegas and is Part 1 of a 2-part series of Chris’s discussion with David Paull.
In this episode of Demystifying Data Chris talks with David about the interesting take-aways from the conference.
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Last 10 years and the next 10 years of electronics and how that impacts marketing
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5 G, the Impossible Burger and flying cars
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How a toothbrush is going to change the world
Links of Interest
- CES 2020
- Engagious
- The Engagious Podcast
- Audible Insights
- Oral B IO
- Impossible Burger
This episode was recorded live from the Consumer Electronics Show (CES) in Las Vegas. Prior to each CES (for the last 10 years) the conference producers put on a research conference.
This episode of Demystifying Data is a review of the keynotes from that research conference where industry leaders summarized 20 years of consumer tech: Where has it been the past decade and where will these be going the next decade.
Links of Interest
- CES 2020
- Oral-B IO
Quantitative data is the main discussion of this episode. “Quantitative data is the hard numbers on pre-defined variables that we can use to apply statistical techniques to understand significant variables within groupings.”
So how do we collect this data?
- Secondary Sources: we discuss where to find it and the cost benefits of it’s use.
- Primary Research: we discuss intercept survey and online web-survey data collection techniques and best practices.
Links of Interest
- http://portma.com/improve-program-impact
- http://portma.com/secondary-research-and-experiential-marketing-analytics
In this podcast, Chris breaks down the logistics of data collection. Clear, robust, meaningful data is achievable by remembering a few key things.
- One initial question must be asked: “What kind of data do you want to collect”? Discovery or validation data?
- Secondary data (collected from public sources) can be very helpful.
Qualitative data will often come from one of two sources:
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IDIs (In-Depth Interviews)
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One individual at a time
- Personal experience data is gathered
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Works well when insight will come from individuals personal experience and/ or perspective
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Focus Groups
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Small groups (6-8 participants)
- Each is considered an expert in the topic
- Discussion-based, so small group dynamics come into play
- Insights derived from the creative problem solving of the group
Best practices for qualitative data collection
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Have a clear definition of target participant.
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Have a good mix of participants around the target.
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Develop an interviewers’ guide to stay on topic
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Record and transcribe interviews/ groups
Links of Interest
- More about Secondary Data gathering
- Focus Group
Chris Clegg continues his podcast series about affective benchmarks by looking at how a well-organized archive of historical experiential marketing performance should be used to develop actionable key performance indicators (KPIs).
There are three points at which benchmarks and KPIs should be considered:
1. Planning Stage – The Beginning
- Macro metrics need to be broken down to micro metrics.
- Historical data will provide for realistic planning.
2. Status Reports – The Middle
- Important to keep the goal in mind.
- Using run-rate projections to predict outcomes.
3. Recap Reports – The End
- Higher than average performance defines best practices.
- Once identified, use best practices to develop next year’s activation roadmap.
Links of interest:
- Keep your data clean. Here's an article on PortMa about the topic: http://portma.com/clean-your-data
- Benchmark Granularity
In this podcast, Chris shares how to use your internal data warehouse or other experiential benchmarking resources to negotiation stronger sponsorships agreements with venue managers and producers.
You’ll find ideas on how to validate a venue manager’s/ producer’s performance commitments and how to choose the best sponsorship package. Chris discusses how venue type is important for consumer targeting, but event size will be your best indicator of engagement efficiency.
Financial benchmarks are used to talk about average cost per engagement trends and how to use these trends to better understand if your campaign is under or over budgeted. Hypothetical examples are used and key metrics proposed.
Links of Interest
- Some thoughts on consumer targeting for your next event: http://portma.com/purpose-behind-consumer-targeting-event-marketing
Chris continues the discussion on Satisfaction Research in this podcast by discussing how to track or monitor satisfaction. The process should always start with a comprehensive research effort to identify the areas where change is needed, the specifics of what matters, and the magnitude of impact you can expect when you address points of pain. But once the KPIs have been established and customer centric initiatives have been initiated, tracking becomes an important part of the management process.
In this podcast Chris discusses how to develop effective Key Performance Indicators (KPIs) and the things to keep in mind when developing a tracking survey.
1. Effective KPI’s are
a. Actionable
b. Understandable
c. Empowering to your staff
2. Key thoughts on how to compose a Tracking Survey
a. Should contain 6-10 simple questions
b. Either relationship or transaction based
c. Questions should be based on KPIs
d. Questions should reveal demographic information
e. Outcome variables
f. Warm email invitation with valuable information
g. Establish a cadence to analyze and share data with team and customer.
“Measure things as often as you think they will change”
– Chris Clegg
Links of Interest
- Can you have too much data? Here’s an article by PortMA on the topic portma.com/too-much-data
- What is PortMA’s approach to measurement? Visit http://portma.com/comprehensive-approach-measurement
It’s that time of year again. Time to reflect on how well we served our Clients this past year and to plan for the next year. Listen in as Chris helps us understand how “Satisfaction Research” is really “Dissatisfaction Research” and presents a helpful guide to forming good question sets.
When preparing to send out a Customer Satisfaction survey, that initial email is crucial. This podcast offers some great tips to sending out a high value email invitation to your satisfaction survey.
There are 6 questions sets that should be considered when forming a “Brand Health” survey:
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Areas of unsatisfaction.
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Questions based on the life cycle of customer experience.
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Experience after a problem was recognized.
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Areas of satisfaction.
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Competition questions.
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Open ended (use this sparingly).
Links of Interest
- Chris mentions Psychographics in this podcast. Here’s an article by PortMA on the topic http://portma.com/psychographics-understanding-your-consumers
- Need help in formatting your next survey? Visit http://portma.com/formatting-your-survey
This episode explores how to model ROI for a customer loyalty campaign. Chris recommends areas to consider when thinking about where revenue originates. It is suggested that a successful customer loyalty campaign will have goals organized around one or more of these revenue generators.
- Perceived lifestyle match
- Expanded usage through problem solving
- Expectation to experience alignment
- Customer service channel promotion
Tune in to learn how to increase loyalty and stem churn.
Links of Interest
• Keep your data clean!
On this episode, host Chris Clegg concludes the three-part series with a review of how to analyze field staff recap data for actionable reporting.
Your team has worked hard to collect good data, now it’s time to learn what to do with it all. One of the most important starting points is in keeping the end in mind. What are your goals for the data your team collected?
Here are 3 important questions to ask when beginning to analyze your data:
- How efficiently am I reaching the right kind of consumer?
- Am I creating impact?
- Under what scenarios am I doing this to create positive return on investment (ROI)
The example in this podcast makes use of five typical recap metrics:
- Number of events days
- Active hours each day
- Number of onsite staff
- Engagement count for that day
- Budget
Links of Interest
● Four Key Elements of a Successful Research Methodology
In Episode 15 the podcast addressed what questions experiential marketers should ask field staff. This episode continues with this line of thinking to address the best event survey questions to ask of consumers.
Questions such as, “How do we count impact?” or “The best time to gather onsite consumer data” are addressed. (Hint: It’s while the consumer is still on site.) All of this is done in the context of building your in-house benchmarking database.
The following core consumer metrics are discussed:
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Date, including the day of the week
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Time survey is collected
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Is the survey a “control” or a “test” group?
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Gender
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Year of birth
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Are there children in the household?
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Product awareness
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Purchase
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Recommendation
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Event Type
Chris highlights that while all ten consumer metrics are important, there are three that you’ll find you can’t live without.
Links of Interest
- How Event Marketing Data Collection Efforts Can Make or Break Your Study
- Granularity in Benchmarks for Event Marketing
In this week’s episode, Chris talks about how to establish a set of core field staff recapping metrics that will accurately serve as the record of your experiential activation. This is done with the long-term planning of developing a benchmarking database in mind. And in doing so, Chris recommends a set of metrics that will serve for future strategy development and clear benchmark comparisons for future campaigns.
All in, 17 metrics are reviewed and recommended:
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Year
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Number of product variants
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Nature of Onsite Activity
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Budget
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Typical Product/ Service Price Point
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Annual Customer Value
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Event Days
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Sum of Attendance
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Activation Hours
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Staffing Hours
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Interactions
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Samples Distributed
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Consumers Sampled
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Hand Sales
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Incremental Customers Gained
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Campaign Return-on-Investment (ROI)
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Industry Categories (internal and NAICS)
Make sure you listen to the podcast for a definition of these metrics and why they are important.
Questions about any of this?
- Follow and then DM at @portma
- Explore then connect on Portma.com
Further Reading/Articles
- The Key to Collecting Consistent Field Staff Data
- Collecting Event Marketing Field Staff Data
- Managing Event Marketing Field Staff Data
In this episode, Chris shares a case study from a ready-to-serve brand that was using experiential sampling to rekindle sales in an ever-expanding competitive market space.
- The Brand Challenge: How to increase sales in a category that was quickly becoming saturated with new, fresh brands.
- The Campaign: Retail sampling across seven markets and 5 chains; 900 event days over four months.
- The Measurement Strategy: Enhanced field staff recap reporting and a brief (4 questions) consumer exit survey.
- The Results: Month over month improvement in performance and ROI through the identification of best practices. Moved ROI from negative to over 684%.
Links of Interest
- You can get a copy of this whitepaper here
This episode is Part III to our Data 101 series and fits nicely with Episodes 9 and 12 (Parts I and II, respectively).
In this episode, Chris reviews another technique for reporting called “Ranking and Diagnostic.” Ranking and Diagnostic Reporting is a method of reporting where the metrics to be collected based on a reporting strategy that will rank order performance on a particular outcome metric based on actionable segments. And then, a series of diagnostic metrics are used to define what drives outcomes in one direction or another.
- Why: The idea of ranking and diagnostic reporting is a frame of reference to be used when designing a data plan that will ensure the resulting information will be actionable.
- Ranking Metrics: Ranking metrics will always have two components: A) an independent variable that defines different areas of management and B) an outcome measure that defines success with which to rank order the independent variables.
- Diagnostic Metrics: Diagnostic metrics are the key drivers of the outcome you’re measuring. Key drivers are determined using common sense, management initiatives, or statistical analysis.
- Putting it all into Practice: By using ranking and diagnostic reporting together, you have a robust reporting tool that informs stakeholders when action is needed, where it is needed, and what needs to be done to fix things.
Other Reporting Frameworks
- Event Marketing Performance and How to Report It
- Recap Reporting, Brand Strategy, and Event Marketing Measurement
This podcast serves as a Part II to an earlier episode. In Part I, titled, “Making Better Decisions with Data (Episode 9)” Chris outlined basic thinking around how to develop and execute a data project by keeping cause and effect in mind.
In this second part, Chris continues along this same vein of logic to describe a dashboard reporting philosophy defined best as a Management by Exception approach to reporting. In situations where your outcomes metrics are a score, rating, or otherwise continuous, there will be normal fluctuation. Knowing when something unique is happening becomes critical to effective reporting in these circumstances.
In this episode, Chris addresses how to develop management by exception approach to your data dashboards by addressing the following key points:
- Variable Type: Not all metrics are created equal. Make sure you understand cause versus effect, inputs versus outcomes; and record the data appropriately.
- More is More: When using a “management by exception” approach to reporting, it’s okay to have a lot of metrics because you’re not going to be trying to react to everything. You’ll only be reporting on metrics that are important and unique.
- Charting Data Over Time: In many cases you’ll be charting metrics over time as either a count or average reading. Connecting these measures over time with a simple line chart will reveal a natural ebb and flow that represents the distribution of the metric.
- Unique Variation: As such, we can use a static called Standard Deviation to identify the likelihood that a given measure of this variation is “normal” or “unique.” The more severe the implications, the less sure we need to be that variation is unique before it warrants our attention
- Management by Exception: A Management by Exception Dashboard is only highlighting those situations where the threshold of tolerance for a metric is reached, and a measure is a “unique occurrences.”
Links of Interest
- More reading on Management by Exception as a business principle: https://en.wikipedia.org/wiki/Management_by_exception
This is Part Two of a two-part interview with Matthew Carle Executive Vice President at rEvolution.
In this episode, Matt and Chris get right into how they uncovered the statistical link between experiential marketing consumer engagements with sales at a regional level and used these findings to shape and develop a national campaign that lasted years.
The two also get into:
- 6:30 AM Conference Calls: …and why this weekly meeting was no problem because it was for the right reasons.
- Two Types of Clients: There are Clients who just want to data and then there are Clients who expect you to be an analyst. Chris and Matt discuss how important it is to know which one you’re working with.
- Flipping the Script: How Matt uses data and Client status calls to be a celebration of outcomes (and not defense).
- Longtail Brands: What they are; how they’re born; and why know this makes you a better marketer.
The role of data in marketing has evolved. Matt and Chris wrap up this episode talking about how every company needs to be a data company or they’ll quickly watch the innovators pass them by.
Links of Interest
- Matthew Carle on LinkedIn
- rEvolution – Integrated Sports Marketing
This is Part One of a two-part interview with Matthew Carle, Executive Vice President at rEvolution. Matthew shares his insights on the state of the marketing industry based on over 17 years of experience in Client Services, Agency Business Development, and Integrated Marketing.
In this first part, Matt and Chris cover a range of topics including…
- Career Path: The education and career path that led to the successes Matt enjoys today.
- Competing with Digital: What happened when experiential marketing started to compete with the metrics of digital.
- A/B Split Testing: Treating your data for large marking campaigns the same way you would a small one-off digital A/B Split test.
- Great Clients: On the agency side, what makes a Client great to work with.
“The mavericks who are willing to evaluate something new and give it a try from a well-informed point of view… those are the Clients who advance brands.”
Links of Interest
- Matthew Carle on LinkedIn
- rEvolution – Integrated Sports Marketing
Mathematics is one thing, but almost more important to the practice of any data work is having the conceptual framework from which to approach any data project. In this episode, Chris provides an overview of three ideas that provide just such a framework:
- Crafting a data plan for better decision making
- How to apply the idea of “Management by Exception” to your reporting
- Developing reports/ dashboards with “Ranking and Diagnostics” in mind
After this brief introduction, Chris dives deep into the idea of using data for better decision making. In this podcast you’ll get the information you need to start out on a data project with the confidence it will yield value when complete.
You’ll learn about…
- How to apply the three rules for causality to your project to assure actionable results
- The metrics that matter the most and why. (Hint: It has everything to do with the decisions we need to make in business every day.)
- What “cause” and “effect” variables look like, and which ones we have total control over (and which ones we don’t)
- The basics of analysis and how to analyze multiple variables at once for actionable insights
- How many cases or data points you need to feel confident your findings are statistically relevant.
Links of Interest
- PortMA: These practices are at the core of the work done by the team at PortMA for Experiential Marketers and Advertising Professionals looking for stronger marketing research.
- Chris tweets here: @portma
- Follow Chris on LinkedIn
In this second part of the two-part interview, Brad shares his thinking around old school PR and earned media, how to make sure your designing marketing that excites consumers, and the trade-off between “mega” and “micro” influencers.
- Old School PR and Earned Media
- Balancing What a Brand Wants with What People Will Get Excited About
- The Cannabis Industry and Where it Might Be Going
- How Encore is Approaching Social Media Services and Why the Decision to Partner with Micro vs Mega Influencers Can Be One of the Most Important Decisions You Make.
Links of Interest
- Encore Worldwide
- How Encore Approaches ROI Tracking and Measurement
- Brad Wirz on LinkedIn
- Chris Clegg on LinkedIn
In this first of the two-part interview, Chris and Brad talk about how one goes about developing a marketing strategy in the first place. The conversation continues into a discussion around how marketing accountability has changed over the years and the role Social Media is playing today.
- Developing Experiential Campaign Strategy
- How stakeholder expectations around marketing strategy and accountability have changed over the past 30 year
- The Role of Social Media in Experiential and how it’s changing Experiential Marketing (if at all)
Links of Interest
- Encore Worldwide
- How Encore Approaches ROI Tracking and Measurement
- Brad Wirz on LinkedIn
- Chris Clegg on LInkedIn
In this episode, Chris Clegg discusses the reasons you might want to invest in a benchmarking database.
The decision for an agency or brand to invest in developing a benchmarking database isn’t easy. It requires a resource and talent commitment that can easily run into the hundreds of thousands.
Regardless of how you get there, the value of a benchmarking database is more than with the investment for several reasons. We cover two of those reason in the episode of the Demystifying Data Podcast:
- Designing a Winning Campaign: The best predictor of the future is the past. And when you can plan based on a well-organized set of data that benchmarks this history, you can create a campaign that will get it right more often from the start. You’re moving your marketing down river faster. A benchmarking database is an excellent tool to design a campaign that will meet or exceed stakeholder expectations. In this episode, Chris talks about this with a focus on finding the right consumers and dealing with the “Event Size” vs “Event Frequency” trade-off.
- Selling to Stakeholders: We’re all always selling. It doesn’t matter if you’re a Brand Manager talking to your VP or if you’re an Agency Director talking to your Brand Client. You need to demonstrate that your reasoning is sound, and your plan is positioned to be a success. This episode continues the discussion by addressing how the right benchmarking database can help you differentiate your idea from whoever you’re competing against for resources. And furthermore, how to use benchmarks to demonstrate value before money is spent.
Related Reading
- Granularity in Benchmarks for Event Marketing
- Event Marketing ROI Measurement Model and Benchmarks (1 of 2)
- How to use Event Marketing Benchmarks to Predict Experiential ROI
In this episode, Chris outlines the three business questions to ask when measuring the value of experiential marketing. Experiential marketing is a revenue-generating tool for the brands we serve. The problem is proving it. Since 2010 PortMA has been focused on solving this problem for marketing agencies and brands.
The goal has always been one singular focus: How to measure the value of experiential marketing? By applying simple marketing research principles, we cracked the code and have an approach that has worked for literally hundreds of experiential marketing campaigns.
Three Core Questions
Chris postulates that the answer to “how to measure Experiential Marketing” has everything to do with understanding “Reach,” “Impact,” and “Value or ROI.” Chris suggests this is about focusing your marketing analysis around three key questions:
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How efficiently am I reaching the right consumers?
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Am I creating intent where it didn’t previously exist?
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Am I doing this in a way that is generating a positive ROI for the brand and under what circumstances is the ROI strongest?
Chris argues that you can measure, track, and react to your performance against these three questions you are working in a value-centric manner and are thus true stewards of the brands you serve.
This is the second part of a two-part podcast featuring an interview with Andy Plax (the first part is here). In this second half of the interview, Chris and Andy discuss how agencies get going with measurement, where measurement platforms are headed, and what the role of AI/ Machine Learning can or should play.
You’ll find a brief yet in-depth discussion around the following:
- Agency Barriers to Getting Started. Andy suggests the most common hurdle any agency has when working to get things started with a solid campaign management system is how to make things easy for their field staff. This idea is explored.
- How Different Agencies Organize Their Data. The question of data hierarchies is discussed with Chris and Andy sharing their perspective as consultants working with dozens of different agencies, all with different styles and areas of expertise.
- The Role of AI and Machine Learning. As Andy puts it, “No one has ever come to the table saying they want less insights from their data.” But hear why now might not be the right time for AI functions on the front end of Campaign Management Dashboards but may be past-due when it comes to back-end processing.
You can read more about Andy and the team at NetworkNinja online at https://networkninja.com/ and read about MainEvent at https://maineventsoftware.com/.
On Episode 3, Andy Plax joins the podcast to talk about how cloud-based data management systems are used to give agencies a competitive advantage. Chris and Andy talk about experiential and field marketing campaign data management systems, how they’ve changed, and where they’re going.
Across this two-part series, Chris and Andy talk about…
- How brand expectations for experiential data and insights have changed over the past 10 years and what drove the demands we see today for real accountability and actionable data.
- The most common challenges new teams or agencies have when it comes to making a commitment to centralized data collection and processing. But also, the huge upside for those who work to overcome these challenges.
- The role of AI and machine learning in experiential data. Is it a back-end data processing tool for greater efficiency or is it a front-end solution for greater insights?
- And Andy gives us a little insight into where things are headed for the MainEvent platform and what we can expect to see in the years to come.
You can read more about Andy and the team at NetworkNinja online at https://networkninja.com/ and read about MainEvent at https://maineventsoftware.com/.
On Episode 2, Chris opens with some business process recommendations to assure data quality. Replication is at the heart of how we assure quality as marketing analysts and data scientists in general. We open the podcast with some business process methods that can be followed to assure quality and bring these values to your own practice.
Then the heart of this episode discusses the idea that any marketing is about creating a compelling message and delivering that message to the consumer target most ready to hear it. Therefore, brands develop consumer profiles and as a marketer, your program will deliver when it reaches the right consumer. Experiential marketing is no exception.
This idea is broken down into three sections:
- “Message to Market Match” applies to Experiential Measurement Too: There is no marketing theory more important than “message to market match” and when experiential campaigns are working well and generating value for a brand it more often than not has to do with the fact that there was alignment between the message and market. This idea is broken down and examples given.
- Why Venue Selection is Key to Reaching the Right Consumer: Our tool as experiential marketers when targeting one consumer over another is venue selection. And while the lines may be blurry, you’ll find different types of people at Air Shows and Home Shows. The profile at the Hot Rod Association drag race will be different than the state fair. Chris talks about why it’s important to keep this in mind when analyzing your experiential data.
- Case Study--How Using Venue Selection to Improve Targeting Resulted in 4x Stronger ROI: Two case studies are given based on direct PortMA research that highlights these outcomes. The first covers how to apply this idea when analyzing data from music festivals, the second describes how one brand saw their campaign ROI vary by over 1,500 percentage points based on the type of venue they activated at.
Comment and tell us what you think by following then tweeting @portma #ExperientialROI
On Episode 1, Chris Clegg takes a few minutes to introduce himself. A sociologist who plays with numbers in a commercial setting is a marketer. And in this first podcast episode, Chris takes a few minutes to introduce himself as such. You’ll hear him confess to his biases and reveal the four principals he uses to tell the future.
If you listened to this short introduction, you’ll hear about the following:
How is it that numbers are figments of our imagination yet follow rules? And more importantly how do we harness the power this represents?
There are four principles that, if accepted, will let you tell the future:
- Anything in the known universe can be counted
- Anything you can count, you can graph
- Graphs of human behavior or perspective will always contain patterns
- Patterns by their nature show us the future
And so, data scientists who practice marketing practice the art of telling the future. Chris breaks this idea down with some personal stories and philosophies by way of introduction.
On this pilot episode, Chris tackles the challenge of defining the dollar value of impressions. This is the most popular blog post on PortMA's Experiential ROI blog and garners the most activity when they post on Twitter @portma.
Chris breaks the problem down into three business challenges:
- How to collect experiential marketing impressions reliably: Turns out, that consistency is more important than accuracy. Chris breaks down this critical data science principle and provides simple solutions to avoid this common mistake.
- Methods for recording the five primary impression categories: In experiential marketing there are five impression categories that every campaign should be tracking. Don’t sell yourself short by missing one of these key areas of value.
- Assigning a legitimate dollar value to experiential marketing impressions: Finally, Chris reveals the industry standard for impression valuation modeling and provides several examples that allow the non-data minded marketer a clear roadmap to assigning the right dollar value to experiential impressions.
Links of Interest
Portland Marketing Analytics (PortMA) is a marketing research firm specializing in the develop of marketing communication strategies and measuring the return-on-investment of experiential marketing campaigns.
You can follow Chris on Twitter @portma.
For a more compressive review of Ad Value Equivalency Modeling techniques including criticisms of the approach visit PR Week’s article, The AVE debate: Measuring the value of PR.