Business Analytics Blog

ROI on Experiential vs. Above the Line Advertising (Telco Industry)

I love getting emails like this. If you have similar questions, I hope you know that you can always write us and ask anything. We offer an unlimited number of free 30 minute consultations on anything related to measuring experientail marketing.

A few weeks back a business acquantance wrote:

On May 5, 2011, at 7:17 PM, xxxxx xxxxxx wrote:

Hi Chris,

Hope you are well. Long time, but I have a request for you for some information, which may have some work attached to it. Still in development stages so nothing confirmed

We have a client that is looking for some comparison info for the ROI on Experiential to Above the Line advertising. Along the lines of what is the difference between $4m spent between experiential and traditional advertising. From this they may want to build this into the budget to track and report on the reach they are getting.

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Posted in Event Marketing Metrics, ROI Modeling | Comments Off

How To Predict The Success Of A New Product Launch

CarstachWe closed the data collection phase of a project today. Most of the work we do here is focused on measuring and reporting on the reach, impact, and value of experiential marketing. Occasionally we have the opportunity to go back to our roots and design a traditional market research study. I thought I’d tell you about this one in particular. More »

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Posted in Market Research | Comments Off

Premium Impressions – How Event Marketing Premiums Deliver Impressions

Swag Bag from Event. People love free stuff! It has long been the habit of marketers and Event Marketers in particular to brand anything and everything you can think of with a Client’s logo to drive consumer awareness and appreciation for an events sponsorship source.

We know these give-aways draw crowds. And crowds allow brand ambassadors to deliver the speaking points; communicating brand messages that educate consumers. This education drives differentiation, purchase intent, and ultimately sales.

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Posted in Event Marketing Metrics | Comments Off

Musing on Business Analytics at a Late Hour

The Never Ending Math Problem

(This was pulled from a Client email I just sent where we were discussing if linear regression was the best analysis technique for a banking brand’s awareness research. Use the comments area below to tell me if you agree.)

I wrote…

No matter what analysis you do, it’s all just a tool. There are very few statistics that are worth anything outside of basic human judgment and insight. So long as you follow the rules and don’t manipulate the data or the people reading it, you can’t really go wrong.

I try to design data that will allow a group’s wisdom to come to the surface, spark an educated debate, or deliver confidence to move in a direction that indicates progress. Sometimes I’ll take a strong position just to try and get people who know more than me to debate the conclusion.

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Posted in Marketing Insights | Comments Off

Marketing Analytics In Real Life (Hubspot Cartoon)

Marketing Analytics CartoonThanks to the folks over at Hubspot for this one.  Click the “More” link below to see a single frame cartoon about the reality of trying to understand the sometimes chaos of marketing analytics.

You can get the same level of insights from your off-line marketing as you can your online marketing!

We’re here to talk if you’d like to brainstorm how you can get a hold of your off-line marketing performance.

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Posted in Web Analytics | Comments Off

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