Marketers struggle to measure events' ROI

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Palo Alto, Calif.—Senior marketers are challenged to measure outcomes from face-to-face marketing efforts, a new study by the Chief Marketing Officer (CMO) Council and Exhibit & Event Marketers Association (E2MA) found. The top trade show and event challenges reported by study respondents were making a business case for investment (45%) and managing the escalated associated costs (39%). While marketers still find value in events, 40% are cutting back on big trade shows in favor of more-targeted gatherings, and 44% are choosing to host their own events. “It is imperative for marketers to obtain and employ exhibit and event marketing analytics to inform the value of their spend and guide them on their future investments,” said Jim Wurm, executive director of the E2MA, in a statement. The report, entitled “Customer Attainment From Event Engagement,” is based on a survey of more than 260 brand marketers fielded during the fourth quarter of 2012 and first quarter of 2013, as well as interviews with 21 senior brand marketers and 11 experts within the event and trade show industry.
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