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TUESDAY, OCT. 15
2:00pm ET, 1:00pm CT,
12:00pm MT, 11:00am PT

Attendance for the full session is required for those who wish to earn CEUs and CTSM certification.


FACULTY

Dax Callner
Dax Callner is a strategist who has led strategy practices at GES, Sparks, Momentum and Jack Morton Worldwide. He has over 20 years of experience developing marketing programs for some of the world's leading brands, including P&G, American Express, GE, Nestle, Dell, AstraZenca, Google, Intel, Wendy’s, Microsoft, Sony Pictures and many others.

Connect with Dax Callner:

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Session 156
Escape the Tyranny of ROI and Measure What Actually Matters
Some professionals feel that return on investment is the wrong metric for the experiential marketing industry — and yet stakeholders keep asking us to prove our ROI. Using real-world examples of exhibits, events, and consumer activations, this session will:
•  Debunk the usefulness of ROI as an event marketing metric
•  Outline key business-oriented metrics that can be applied to all kinds of experiential marketing activities
•  Provide measurement technique recommendations, including how to calculate anticipated sales impact
•  Discuss how to change the conversation with stakeholders who are demanding that ROI be measured


CTSM Candidates with 5 or more years of experience may take this session in place of certain five-digit required sessions, with prior approval.


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