Demystifying Data

In this podcast, Chris talks about working remotely and organizing a team of knowledge workers where the product of your labor is your ideas. The podcast goes over a few recommended tools and recommends key considerations when trying to replicate what would be normal and natural in an office environment. At the close of this podcast Chris acknowledges the unprecedented interruption current public health concerns have had on the Experiential Marketing and Events industry. The Demystifying Data Podcast will be on hold for the next four to six weeks while we, along with our Clients, regroup, re-organize, and prepare to come out of the current situation stronger than ever. Links of Interest https://slack.com/http://sneek.io/https://gsuite.google.com/

In this “Use Case Study” Chris covers analysis and interpretation techniques around analyzing data from field staff, interpreting that data so it is actionable, and using the data for benchmarks and reporting. All of this as a method toward the goal of identifying what is working well (you can do more of that) and what isn’t (so you can do less). This episode focuses on common field staff recapping metrics such as attendance, hours of activation, and number of consumers sampled. Data interpretation techniques are discussed and direction given to agency managers on using data to identify best practices and challenges. Links of Interest PortMA’s Library of Industry Benchmarks ReportsThe Benchmarks PortMA Focuses onImproving your Agency’s In-house data practices

In this Part 2 of the 2-part series, Chris continues his conversation with Isaac Simpson of NVE Experience Agency, and writer for the daily newsletter, “The Future Party.” In this this second part Chris and Isaac dive deep into measurement. Isaac breaks down the four goals of any marketing campaign: Awareness, Consideration, Preference and Conversion and the conversation unfolds around campaign evaluation strategies and how to know when influencer marketing works. Links of Interest Isaac SimpsonNVE The Future Party

In this Part 1 of 2-part series, Chris talks with Isaac Simpson from NVE Experience Agency, who is also a writer for a daily culture trend newsletter called The Future Party. In this interview, it is all about Influencer Marketing, the maturing of the market, and how agencies were built to support the Influencer marketing world. Isaac has some great thoughts about the agency model best way to deliver this type of service is still in development. They also talk about the tools on how to find the right Influencers, what advertising is doing in this market, with a few case studies. Links of Interest Isaac SimpsonNVEThe Future PartyInstagram: insta_repeat

In this episode, Chris shares several case studies of how brands approached the measurement of on-premise sampling (adult beverage industry). He offers insight into how experiential engages the consumer, the role of the trade/ bartenders, and what role analysts and marketers should take in helping to support the work being done. A couple of examples discussed include: Links of Interest PortMA’s new websiteAdult Beverage Sampling Benchmarks Publications

In this Part 2 of a 2-part series, Chris talks with Steve Randazzo, founder & president of Pro Motion, about his recent publication, ‘Brand Experience: Building Connections in a Digitally Cluttered World’. Chris and Steve discuss working with Duct Tape brand, how consumers opt-in at an experiential event, and Steve’s take on the philosophy of ‘Right Message/ Right Time/ Right Person.’ Links Steve RandazzoPro MotionPro Motion’s Instagram Duct TapeAvon Duct Tape Festival

In this Part 1 of a 2-part series, Chris talks with Steve Randazzo, founder & president of Pro Motion, about how experiential keeps us young, what it was like being in an agency during the financial crisis of 2007/2008, and how social media isn’t all that social. Links of Interest Steve RandazzoSteve’s TwitterPro MotionPro Motion’s TwitterPro Motion’s Instagram

This episode was recorded live from the Consumer Electronics Show (CES) in Las Vegas and is Part 2 of a 2-part series of Chris’s discussion with David Paull. In this episode of Demystifying Data Chris talks with David on what they saw and thought when walking around the floor of CES. Links of Interest CES 2020Engagious The Engagious PodcastAudible InsightsDelta at CES 2020Sony 360 Reality AudioVehicle Screens

This episode was recorded live from the Consumer Electronics Show (CES) in Las Vegas and is Part 1 of a 2-part series of Chris’s discussion with David Paull. In this episode of Demystifying Data Chris talks with David about the interesting take-aways from the conference. 1. Last 10 years and the next 10 years of electronics and how that impacts marketing 2. 5 G, the Impossible Burger and flying cars 3. How a toothbrush is going to change the world Links of Interest CES 2020Engagious The Engagious PodcastAudible InsightsOral B IOImpossible Burger

This episode was recorded live from the Consumer Electronics Show (CES) in Las Vegas. Prior to each CES (for the last 10 years) the conference producers put on a research conference. This episode of Demystifying Data is a review of the keynotes from that research conference where industry leaders summarized 20 years of consumer tech: Where has it been the past decade and where will these be going the next decade. Links of Interest CES 2020Oral-B IO

Quantitative data is the main discussion of this episode. “Quantitative data is the hard numbers on pre-defined variables that we can use to apply statistical techniques to understand significant variables within groupings.” So how do we collect this data? Links of Interest http://portma.com/improve-program-impacthttp://portma.com/secondary-research-and-experiential-marketing-analytics

In this podcast, Chris breaks down the logistics of data collection. Clear, robust, meaningful data is achievable by remembering a few key things. Qualitative data will often come from one of two sources: 1. IDIs (In-Depth Interviews) 2. Focus Groups Best practices for qualitative data collection 1. Have a clear definition of target participant. 2. Have a good mix of participants around the target. 3. Develop an interviewers’ guide to stay on topic 4. Record and transcribe interviews/ groups Links of Interest More about Secondary Data gatheringFocus Group

Chris Clegg continues his podcast series about affective benchmarks by looking at how a well-organized archive of historical experiential marketing performance should be used to develop actionable key performance indicators (KPIs). There are three points at which benchmarks and KPIs should be considered: 1. Planning Stage – The Beginning 2. Status Reports – The Middle 3. Recap Reports – The End Links of interest: http://portma.com/clean-your-dataBenchmark Granularity

In this podcast, Chris shares how to use your internal data warehouse or other experiential benchmarking resources to negotiation stronger sponsorships agreements with venue managers and producers. You’ll find ideas on how to validate a venue manager’s/ producer’s performance commitments and how to choose the best sponsorship package. Chris discusses how venue type is important for consumer targeting, but event size will be your best indicator of engagement efficiency. Financial benchmarks are used to talk about average cost per engagement trends and how to use these trends to better understand if your campaign is under or over budgeted. Hypothetical examples are used and key metrics proposed. Links of Interest http://portma.com/purpose-behind-consumer-targeting-event-marketing

Chris continues the discussion on Satisfaction Research in this podcast by discussing how to track or monitor satisfaction. The process should always start with a comprehensive research effort to identify the areas where change is needed, the specifics of what matters, and the magnitude of impact you can expect when you address points of pain. But once the KPIs have been established and customer centric initiatives have been initiated, tracking becomes an important part of the management process. In this podcast Chris discusses how to develop effective Key Performance Indicators (KPIs) and the things to keep in mind when developing a tracking survey. 1. Effective KPI’s are a. Actionable b. Understandable c. Empowering to your staff 2. Key thoughts on how to compose a Tracking Survey a. Should contain 6-10 simple questions b. Either relationship or transaction based c. Questions should be based on KPIs d. Questions should reveal demographic information e. Outcome variables f. Warm email invitation with valuable information g. Establish a cadence to analyze and share data with team and customer. “Measure things as often as you think they will change” – Chris Clegg Links of Interest portma.com/too-much-datahttp://portma.com/comprehensive-approach-measurement

It’s that time of year again. Time to reflect on how well we served our Clients this past year and to plan for the next year. Listen in as Chris helps us understand how “Satisfaction Research” is really “Dissatisfaction Research” and presents a helpful guide to forming good question sets. When preparing to send out a Customer Satisfaction survey, that initial email is crucial. This podcast offers some great tips to sending out a high value email invitation to your satisfaction survey. There are 6 questions sets that should be considered when forming a “Brand Health” survey: 1. Areas of unsatisfaction. 2. Questions based on the life cycle of customer experience. 3. Experience after a problem was recognized. 4. Areas of satisfaction. 5. Competition questions. 6. Open ended (use this sparingly). Links of Interest http://portma.com/formatting-your-survey

This episode explores how to model ROI for a customer loyalty campaign. Chris recommends areas to consider when thinking about where revenue originates. It is suggested that a successful customer loyalty campaign will have goals organized around one or more of these revenue generators. Tune in to learn how to increase loyalty and stem churn. Links of Interest • Keep your data clean!

On this episode, host Chris Clegg concludes the three-part series with a review of how to analyze field staff recap data for actionable reporting. Your team has worked hard to collect good data, now it’s time to learn what to do with it all. One of the most important starting points is in keeping the end in mind. What are your goals for the data your team collected? Here are 3 important questions to ask when beginning to analyze your data: The example in this podcast makes use of five typical recap metrics: Links of Interest ● Four Key Elements of a Successful Research Methodology

In Episode 15 the podcast addressed what questions experiential marketers should ask field staff. This episode continues with this line of thinking to address the best event survey questions to ask of consumers. Questions such as, “How do we count impact?” or “The best time to gather onsite consumer data” are addressed. (Hint: It’s while the consumer is still on site.) All of this is done in the context of building your in-house benchmarking database. The following core consumer metrics are discussed: 1. Date, including the day of the week 2. Time survey is collected 3. Is the survey a “control” or a “test” group? 4. Gender 5. Year of birth 6. Are there children in the household? 7. Product awareness 8. Purchase 9. Recommendation 10. Event Type Chris highlights that while all ten consumer metrics are important, there are three that you’ll find you can’t live without. Links of Interest How Event Marketing Data Collection Efforts Can Make or Break Your StudyGranularity in Benchmarks for Event Marketing

In this week’s episode, Chris talks about how to establish a set of core field staff recapping metrics that will accurately serve as the record of your experiential activation. This is done with the long-term planning of developing a benchmarking database in mind. And in doing so, Chris recommends a set of metrics that will serve for future strategy development and clear benchmark comparisons for future campaigns. All in, 17 metrics are reviewed and recommended: 1. Year 2. Number of product variants 3. Nature of Onsite Activity 4. Budget 5. Typical Product/ Service Price Point 6. Annual Customer Value 7. Event Days 8. Sum of Attendance 9. Activation Hours 10. Staffing Hours 11. Interactions 12. Samples Distributed 13. Consumers Sampled 14. Hand Sales 15. Incremental Customers Gained 16. Campaign Return-on-Investment (ROI) 17. Industry Categories (internal and NAICS) Make sure you listen to the podcast for a definition of these metrics and why they are important. Questions about any of this? @portmaPortma.com Further Reading/Articles The Key to Collecting Consistent Field Staff DataCollecting Event Marketing Field Staff DataManaging Event Marketing Field Staff Data