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Using data to maximise event impact and return on investment
Journal of Digital & Social Media Marketing,
7
(2),
115-120
(2019)
Abstract
The data-driven culture of today’s workforce has made it imperative that marketers implement a data-driven strategy to showcase value and increase the impact of their strategy. Using data, field marketers can curate offline event experiences that will boost brand awareness and engagement, and prove they are affecting the bottom line through tangible, measurable results. This paper walks through how the buyer landscape has shifted because of data and what this means for field marketers. It also provides tried and true examples of specific key performance indicators and metrics that field marketers can apply to their strategy to maximise the influence of their efforts and return on investment, and build trust and confidence between the field marketing team and the greater organisation.
Keywords: data-driven; field marketing; return on investment; attribution; marketing metrics
The full article is available to subscribers to the journal.
Author's Biography
Kathryn Petrini is Regional Marketing Manager at Looker, a company that provides a modern platform for data-driven business insights, where she focuses on sales enablement, field marketing strategy and customer advocacy. Kathryn and her team launched the company’s first annual global event tour in 2018, which scaled across ten North American and seven European cities. Prior to Looker, Kathryn was Events Manager at Madison Logic, a business-to-business marketing platform.
