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The Professional Development Conference for Trade Show and Corporate Event Marketing
Conference: March 29 - April 2, 2020             Exhibit Hall: March 30 - April 1, 2020             Mandalay Bay, Las Vegas
 MONDAY  10:00 AM - 11:30 AM
Track: Measurement & Analytics, Expanded Knowledge

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
Dax Callner is Strategy Director at the London agency, Smyle. Callner has over 20-years experience developing marketing programs for some of the world's leading brands, including P&G, American Express, Facebook, GE, eBay, Salesforce, Google, Intel, Microsoft, Dell, Kraft and General Mills. His work has included the development of multi-channel marketing campaigns, digital strategies, street-marketing initiatives, business and consumer events. He's also a musician who performs regularly with his Bury St Edmunds-based rock band, Super Jelly.

Connect with Dax Callner:

Additional sessions presented by Dax Callner:
T3004 Content + Interactions: A Formula for Effective Marketing Impact
S2069 Beyond the Booth Thinking: Activation-Driven Event Sponsorships
M2071 Maximize Event Impact through Sales and Marketing Alignment
S6004 Creative Bravery: Develop BIG Ideas and Persuade Stakeholders to be BOLD