Experiential marketing measurement: Experience the payback
Ken Madden and Silas Fisher
Experiential marketing takes place away from consumers’ habitat, making linkage to retail sales difficult. Ken Madden and Silas Fisher of Ogilvy New York outline some possible measurement solutions, including use of predictive analytics.
As marketing plans become more diverse and expand to more regularly include experiential marketing, the pressure to hold the channel financially accountable is rising. However, along with this pressure comes a slew of questions and speculations as to how the channel can be accurately measured.
Unlike more traditional channels – such as...