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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, strategist
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:

Additional sessions presented by Dax Callner:
T304 Content + Interactions: A Formula for Effective Marketing Impact
S269 Beyond the Booth Thinking: Activation-Driven Event Sponsorships
M271 Maximize Event Impact through Sales and Marketing Alignment