For the first time, Event View included “online activity” on its list of ways in which marketers may measure events. Eleven percent of marketers said that online was an essential part of the measurement mix. With nearly 40% of those who measure stating they were more likely to see an increase in their event budgets, Rich said he believes online is more essential now then ever before.
“It's going to be the data-capture measurement of the future,” he said. “One of the best ways to enable budget increases is by taking measurement online. As you see the world of online marketing getting more sophisticated—to measure and data-mine what's being said in conversations and the duration of time spent on a Web site—the tools to measure are becoming more sophisticated, and people are using them more.”