Software that makes your marketing measurable.

Cheat Sheet:

Data & Objectives

2014

Not all data is equal, more granular info is

always preferred and sometimes required Cl

eare

r (1-

to-1

) Fu

zzie

r

LEVE

L O

F G

RAN

ULA

RIT

Y

• Large B2B events • Multi-day, multi-location B2C campaigns

Acceptable when you can collect many observations (n>100) or are looking for directional answers

• Small B2B events • Single day, single-location B2C campaigns

Required when you are only able to collect fewer observations (n<100) or need precise answers

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Granular info is often more costly; internally-generated data is often high quality and free

3

Post-Event Recaps

Clea

rer (

1-to

-1)

Consumer Surveys (at event)

Fuzz

ier

Sales Data (3rd party)

Online Activity: Social Media Data

(e.g., DataSift)

Online Activity: Search Data

(Google)

LEVE

L O

F G

RAN

ULA

RITY

INCREMENTAL COST REQUIRED

Attendee Tracking: 1:1 Technologies

(e.g., RFID Tags)

Attendee Tracking: Camera Turnstiles

Consumer Surveys (email or panel-based)

Sales Data (Internal)

Less Expensive More Expensive

INTERNAL SOURCES

EXTERNAL SOURCES

Depending on your desired output, some

data sources work better than others

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AGENCY EXECUTION Interactions & Impressions – How many people did we interact with? X X Costs – How much did we spend? X Brand Share of Mind – How top of mind is my brand? X X Total ROI – How much value did the campaign generate? X X X X

SALES PERFORMANCE Depletion Tracker – Did sales increase in agency-enabled DMAs overall? X X Venue Performance – What venues are selling more or less of our product? X X Venue Regression – What drove venue sales? X X

COMPETITIVE INTEL Trend Tracker – What trends are emerging in the marketplace? X X X X Competitor Share of Mind – Which competitors are gaining or losing share? X X X X Competitor Awareness – How does my brand's awareness compare to others? X Purchase Likelihood – How does my brand's purchase likelihood compare? X Competitor Pricing Tracker – How are competitor product prices trending? X X Competitor NPS Tracker – Are consumers advocating for my brand? X

CONSUMER INSIGHTS Brand Awareness – What is my brand's awareness? X Consumer Sentiment – How do consumers feel about my brand? X X Brand NPS – Are consumers advocating for my brand? X

OUTPUT QUESTION(S) ADDRESSED POST EVENT RECAPS

CONSUMER SURVEYS

ONLINE ACTIVITY

SALES DATA

ATTENDEE TRACKING

Sample Data Sources

Software that makes

your marketing

measureable.

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