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Using data to maximise event impact and return on investment

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  • Petrini, Kathryn

Abstract

The data-driven culture of today’s workforce has made it imperative that marketers implement a data-driven strategy to showcase value and increase the impact of their strategy. Using data, field marketers can curate offline event experiences that will boost brand awareness and engagement, and prove they are affecting the bottom line through tangible, measurable results. This paper walks through how the buyer landscape has shifted because of data and what this means for field marketers. It also provides tried and true examples of specific key performance indicators and metrics that field marketers can apply to their strategy to maximise the influence of their efforts and return on investment, and build trust and confidence between the field marketing team and the greater organisation.

Suggested Citation

  • Petrini, Kathryn, 2019. "Using data to maximise event impact and return on investment," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 7(2), pages 115-120, September.
    • Handle: RePEc:aza:jdsmm0:y:2019:v:7:i:2:p:115-120
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    More about this item

    Keywords

    data-driven; field marketing; return on investment; attribution; marketing metrics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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