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.
