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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
 TUESDAY  10:00 AM - 10:45 AM
Track: Measurement & Analytics
T1006 45 Minute Best Practices Session:
The Path to Meaningful Metrics - Get Straight to the Data
How meaningful are the metrics that you're able to demonstrate to your organization? Does the data you derive truly drive your company's event program decision making? Join us to hear the details of one company's journey from providing basic metrics to establishing a customized evaluation process that incorporates a cohesive commercial technology stack of lead capture, marketing automation, and CRM platforms. This approach, implemented during the annual planning and budgeting of the events program, resulted in robust reporting that quantified the impact delivered. Learn how to:
 •  Determine which metrics matter most within your organization, rather than simply collecting "data"
 •  Start simple if you don't already have metrics reporting process in place - and then grow your program in a way that is both automated and purposeful
 •  Educate key stakeholders and gain buy-in from leadership to obtain their participation in your data-driven decision-making process

Terri Leigh Rhody, associate director of marketing, Covance Inc.
Throughout the past 21 years in marketing leadership roles, Terri Leigh Rhody, MBA, has worked to create topnotch, consistent experiences for clients and prospective clients through corporate-led users group meetings and industry conferences. She and her teams focus on delivering value across the entire events spectrum. In her current role at Covance, Inc., Terri Leigh works across the enterprise (with commercial, operational and scientific leadership) to evolve the company's events portfolio through data-driven decision-making.

Connect with Terri Leigh Rhody:

Additional sessions presented by Terri Leigh Rhody:
W2019 Get Everyone Rowing in the Same Direction - And to the Same Destination

Gina Schommer, senior event planner, Covance Inc.
Gina Schommer, MA, is a seasoned events manager with over 20 years of industry experience implementing strategic initiatives to create innovative and unique event experiences for clients and prospective clients. A CTSM candidate, Gina successfully implements the effective use of technology and the data derived to identify areas of improvement and optimize results. She is a skilled collaborator providing innovative thinking, enthusiasm and forward-thinking leadership to key cross-functional teams at Covance.

Connect with Gina Schommer: