a new model to measure event impact

#eventROI

A New Way to Measure Event ROIEvent Marketing Resources

Presented By:

Jennifer HawkinsDirector of Marketing

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We’ll Cover…

Why events matter to marketing

How we historically made event decisions

A walk through of a new model

How technology can help

Event Marketing Resources

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MY MARKETING BUDGET

Events46%

Digital Ads35%

Content9%

PR5%

Operations2%

SEO2%

Customer Marketing1%

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WHAT PERCENTAGE OF YOUR 2014 MARKETING BUDGET WILL BE SPENT ON THE FOLLOWING?

Event Marketing20%

Digital Advertising13%

Content Marketing12%

Website8%

Agency Fees7%

Customer Marketing6%

Traditional Advertising6%

PR5%

Other21%

Source: Forrester Research, 2014

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MAKING DECISIONS HISTORICALLY

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HERE’S WHAT WE CONSIDERED

Leads generated

Revenue generated

Event cost

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HERE’S WHAT WE CONSIDERED

Leads generated

Revenue generated

Event cost

Leads sourced vs influenced

Significant value beyond initial deal

Spend isn’t is only half of the story (influence matters)

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AND WE TALKED ABOUT THE SUBJECTIVE…

But we met Marco there, who is now a board

member!

But our CEO was on stage in front of 1,000

influencers!But we almost closed 2 deals!

But we were understaffed because Susan was sick!

But people raved about the party!

Everyone loved our booth!

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3 PROBLEMS WITH THIS APPROACH

1. Cost data wasn’t fully baked.

2. “Subjective” metrics treated as secondary

3. No comparison between events.

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WE NEEDED A NEW MODEL

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FIRST, DIVIDE EVENTS INTO BUCKETS

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…TO CALCULATE THE TOCE

Upfront Costs- Produce: venue + food/bev + hotel + contractors + people cost- Sponsor: sponsor package + booth costs + travel + hotel + people

cost

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CAPTURE THE “OBJECTIVE” METRICS

Objective Metrics (examples):- Revenue generated (ticket sales, sponsors), leads generated, pipeline

created

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ASSIGN VALUES TO THE “SUBJECTIVE”

Subjective Metrics (examples):- Brand presence, attendee satisfaction, product engagement, thought

leadership (speaking), advocate activity (referrals, references, etc)

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COMBINE TOCE, OBJECTIVE, AND SUBJECTIVE TO EVALUATE EVENT SUCCESS + COMPARE BETWEEN EVENTS

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CREATE AGGREGATE SCORES, AND RANK PERFORMANCE

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COMPARE EVENT PERFORMANCE OVER TIME

Event 2013 2014

Event A 3.33 3.33

Event B 0.33 3.00

Event C 1.00 2.67

Event D 6.49 1.73

Event E 3.67 1.67 Score ThresholdsA 3.00B 1.67C 1.00D 0.33

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USING THE MODEL IN PRACTICE

• A or B? Continue to pursue.• C or D? Reconsider some things.

• Reassess the event audience. • Are they really who you want to reach?

• Reassess the metrics in your model. • Are you measuring the right things?

• What can you do to improve the score? • Spend more? Less?

• Staff up? Down?

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Even the best models

are not perfect.

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It’s a problem of

data sufficiency.

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It is the DoubleDutch vision to help fill in the blanks.

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EVOLVING FROM A LEAD LIFECYCLE LIKE THIS…

Attended Webinar SDR

Calls

Downloaded Whitepaper Attended

Event

Website Visit

Requested Demo

Opportunity Won

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…TO ONE THAT BETTER REPRESENTS EVENT IMPACT

SDR Call

Rated our product 5 stars in event app

Attended Webinar

Downloaded Whitepaper Attended

Event

Ad Retarget

Requested Demo

Opportunity Won

Saw CEO Speak

Bookmarked our booth in the app

Referred lead through the app

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CREATE YOUR MODEL BASED ON YOUR GOALS

Customer Events: Renewals & Advocacy

Prospecting Events: Pipeline & Closed Won Business

Thought Leadership: Media & Brand Impact

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THANK YOU!

Download the model: ddut.ch/roi

Share your feedback: jen@doubledutch.me