Category Archives: Marketing Event Analytics and ROI

Does the C-suite see the value of marketing technology?

Illustration courtesy Scott Dylan Jason Stewart, VP of Demand Generation at ANNUITAS, wrote an intriguing article discussing whether the CIO or the CMO should own marketing technology. Marketers, he noted, are collecting staggering amounts of information from a host of technologies-marketing automation, CRM, web analytics, and the list goes on and on. But a study […]

The Evolution of Event Apps

Once upon a time, a company’s website was simply a brochure. A slightly differently-sized, scrollable brochure split into different pages. If you were lucky, you could find a phone number and perhaps an email address to contact a human. As we inched toward Web 2.0, expectations for interactivity leapt forward. Visitors expected searchable content, filter-able […]

A ready-to-be true story: How RFID helped your company improve event ROI

This is the second in our two-part look into how RFID technology can add value to face-to-face events. In the last blog post, we briefly traced the history of RFID and listed some popular applications. Now let’s look at RFID’s potential for meetings and its key role in bridging the online/offline measurement gap. So let’s dive in […]

Bridging the online/offline measurement gap

The marketing world’s enthusiastic adoption of digital media gives companies boundless opportunities to measure the results of their marketing activities and campaigns. Compare the tons of insights marketers have available today to the bygone era when we only had scraps of information to measure performance.  (Remember “bingo card” inquiries?) The intersection of content marketing and […]

A New Year’s Resolution for CMOs

I just came across this June blog post from Gartner’s Laura McLellan, vice president of research: “… marketing must develop ways to evaluate and communicate its effectiveness and contributions to corporate goals in terms that are compatible with corporate objectives and relevant to executive management. The goal is for CMOs to be able to communicate […]

For your 2014 budget: Link events spending to Content Marketing

CMOs tell us that they have to fight tooth-and-nail to get the budget they need for key marketing events. To protect and expand the events budget, marketers need to show management how much money marketing events bring in. That’s the overarching theme of the posts you’ve been reading in the Omnience ROI Blog. Examples: Last […]

Recommended video: “Why Measuring Meeting ROI is a Must”

Find a break in your schedule to watch a short video by Theresa (Terri) Breining of the Breining Group LLC. It will be a well-spent four minutes. Measuring meeting success, she notes, begins with setting clear objectives. The most important question for any meeting is: What do we want people to do as a result […]

Are you managing ROI for your marketing events?

Last summer David Cooperstein, vice president and practice leader at Forrester Research, wrote a thought-provoking article for Forbes titled, “Marketing change management – like it or not, you have to figure it out.” One of his key points: “ROI drives budget approval. You want more budget? Prove it to the CFO.” That’s especially true for […]

A Tale Of Two Leads

Let’s examine a classic source of conflict between Marketing and Sales: lead management. Company A’s marketing department forwards a lead to a sales rep, Arnold. He gets hundreds of these every month and feels that most leads from marketing are not worth the time it takes for follow up. But, trying to exercise due diligence, […]

Defend your spend – with event analytics

At many companies, budgets for marketing events – along with print and broadcast media – are being cut this year. According to a survey by Aquent/American Marketing Association, 14% of marketers expect to decrease their organization’s focus on the “events/trade shows/virtual events” category in 2013. That doesn’t surprise me at all. I can almost hear […]