A primer for event marketers, who are interested in building ROI models.

1. Using Technology toTrack
and Measure Event ROI
Lesley Pinckney, SVP Digital Strategy – GMR Marketing

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• 78% OF MILLENNIALS PREFER EXPERIENCES
OVER THINGS
• 82% OF MILLENNIALS ATTENDED A LIVE EVENT
• 55% OF MILLENIALS ARE SPENDING MORE ON
LIVE EVENTS & 72% PLAN TO SPEND MORE
• 69% HAVE FOMO
• 69% BELIEVE ATTENDING LIVE EVENTS AND
EXPERIENCES MAKE THEM MORE CONNECTED

11. EVENTS ARE QUICKLY
BECOMING THE MOST
IMPORTANT PART OF THE
MEDIA MIX
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EVENTS
Social Mobile Content Data
CRM/A
ud. Sci.
MILLENNIALS

13. DATA-RESEARCH
Passive Tactics:
• NFC/RFID/Beacons
• Gamification
• Social Listening
• Measures:
• Interest – content consumption, activation element
• Time – arrivals, time spent, departures,
• Social Sentiment, conversation
Active Tactics:
• Surveys/Polls
• Data Capture
• Measures:
• Qualitative
• Quantitative
• PII – name, handle, zip, cell, etc.
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14. CRM&COMMUNITYBUILDING
• Events provide a great backdrop to engage with consumers. Digital & social has made it easier
than ever to extend that engagement beyond the event.
• What you need to know:
• CRM (ROI)/SOCIAL (Brand Sentiment)
• How can you calculate cost per lead? Cost per Fans/Followers?
• Divide event cost by number of leads & compare to other channels
• Talk to your social team
• Determine conversion rate?
• Ask the sales people what is the standard?
• Track event attendees as well
• Understand the lifetime value of your consumer?
• FINANCE
• ??? – consider joining with the social team to find out
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15. AUDIENCESCIENCE/AD TECH
Using data science to help us identify the targets and evaluate their influence, we aim to be as efficient with media as possible.
We plan to leverage as many data sets as possible to inform our targeting strategy, and once someone expresses interest,
create a messaging hierarchy that is optimized over time. We can also use the data to expand our audience over time.
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EVENTS
HYPER-PRECISE
TARGETING
SITE VISITOR
RETARGETING
DISPLAY
MOBILE
SOCIAL
SEARCH
LOOK-A-LIKE AUDIENCES (PHASE 2)
HYPERPRECISE TARGETING
OF SIMILAR PEOPLE
DISPLAY
MOBILE
SOCIAL
SEARCH

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17. CONTENT
EVENTS ARE GREAT BACKDROPS FOR CONTENT:
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+ 🚣 🏊 🏄 🛀 🏂 🎿 ⛄️ 🚴 🚵 🏇 ⛺️ 🎣
⚽️ 🏀 🏈 ⚾️ 🎾 🏉 ⛳️ 🏆 🎽 🏁
🎹 🎸 🎻 🎷 🎺 🎵 🎶 🎼 🎧 🎤 🎭 🎫
🎩 🎪 🎬 🎨
🎯 🎱 🎳 🎰 🎲 🎮 🎴 🃏 🀄️ 🎠 🎡 🎢
CELEBRITY
PERSONAL PASSIONS

18. ORALB500–MADEINAMERICA
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Race Sponsorship Footprint
95MM FB ESTIMATED
IMPRESSIONS
2.4 MM TWITTER
IMPRESSIONS
Estimated Content Reach Footprint
C
O
N
T
E
N
T
&
P
R
O
M
O
T
I
O
N
111K
$0.15
CPM!

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20. NEXTSTEPS
1. Do your homework on the status/challenges with current research, CRM, and content
projects. Know the internal pain points.
2. Collaborate with the other “non”-brand* departments they all benefit from more data-driven
philosophies – digital, social, audience, media, *evolved brand agencies
3. If you work with an agency make sure they has significant digital strategy chops to help you
sell and build this infrastructure to your organization, but don’t worry it will be well received.
4. Work with your analytics team to set up the proper tagging to level-set the data, especially if
you have e-commerce!
5. Fight for ownership of consumer engagement data streams
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22. Thank you.
Lesley Pinckney
lpinckney@gmrmarketing.com
@LesleyPInckney
www.lesleypinckney.com
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