Measuring Up: ROI Roundtable

It’s not a shortage of resources, staff, technology or budgets causing many marketers to skip measuring their events. Surprisingly, many live marketers resist measurement plans because they fear that the numbers might reveal their programs’ inadequacies, and possibly jeopardize their budgets and even their jobs.

While we all get the irony that not measuring event metrics so you can prove your program’s worth can also give executives cause to cut the entire budget, it still doesn’t make taking that first leap into the world of event metrics any more welcoming. So we put together a panel of industry veterans who specialize in ROI—living it, loving it and leveraging it—to offer you a crash course on the ins and outs of creating a data collection and interpretation strategy for your event portfolio. From using historical data and technology to avoiding the “measuring for measurement sake” trap, we asked all the hard questions so you don’t have to. Taking the leap of faith into the world of ROI? Well, that’s up to you.  

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Roundtable Participants

Tom Boccuzzi
Senior Vice President,
Momentum Worldwide

Bill Doyle
Vice President,
Performance Research

Silas Fisher
Group Director of Marketing Analytics,
OgilvyAction

Michael Gilvar
CEO,
Fish Technologies 

Marc Goldberg
Partner,
Marketech360

Meredith Levin
Vice President,
Czarnowski