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Best Practices in Trade Shows and Events
Conference: March 29 - April 2, 2020       Exhibit Hall: March 30 - April 1, 2020       Mandalay Bay, Las Vegas
 MONDAY  3:45 PM - 5:15 PM
Track: Measurement & Analytics

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.

Dax Callner, strategy director, Smyle
As a strategic leader across a number of agencies, Dax Callner has over 20 years of experience developing marketing programs for some of the world's leading brands, including P&G, American Express, Facebook, GE, eBay, MasterCard, Google, Intel, Microsoft, Pitney Bowes, Motorola, Dell, Kraft, General Mills and many others. His work has included the development of multi-channel marketing campaigns, digital strategies, street-marketing initiatives, business and consumer events. Dax is also a musician who regularly performs with his original rock band, Super Jelly.

Connect with Dax Callner:

Additional sessions presented by Dax Callner:
S2069 Beyond the Booth Thinking: Activation-Driven Event Sponsorships
T6004 Creative Bravery: Develop BIG Ideas and Persuade Stakeholders to be BOLD
M3004 Content + Interactions: A Formula for Effective Marketing Impact