Any true quantitative approach requires a large collection of relevant data points which can then be leveraged strategically and potentially statistically in order to create actionable insights. In the case of event marketing, a strategic approach is required. Data must be collected from numerous sources across many events throughout the year and beyond in order for it to be actionable. These data points should come from a combination of sources:
The most obvious is the event survey. If the survey questions are structured strategically, they can be used to collect important quantitative data. Questions that measure brand health, recall, purchase intent, attitudes and impact can be merged with other data sets to create an actionable database.
RFID codes as well as check in points can quantify attendees at certain areas of an event. Other tracking tools such as multi environment tracking in Google Universal Analytics (in which you map offline actions into various Google Analytic fields) can also be implemented. The task of introducing and implementing RFID codes and Google Universal Analytics for offline events is not easy and can be expensive, but the data may be invaluable.
Social Media and Web Analytics
Measuring social media and web metrics such as 'likes'?, 'follows'?, 'shares'? and 'retweets'? as well as website traffic, bounce rates, content popularity and online download rates are a quick and effective way to quantify things such as lift and increased engagement, potentially attributed to the event activation.
Once data from the actual event is collected, quantitative researchers can then layer on data from other sources, such as website and sales data, to begin to determine relationships through attribution and predictive modeling techniques. Depending on the validity and robustness of the data set, researchers can use these advanced statistical concepts to not only determine that an event was successful in terms of its impact on sales but also how each part of that event contributed to that success. This information can then be used to optimize future events.
Stayed tuned for part 3 of the series on event measurement tips and tricks, in which we will discuss a tactical approach to obtaining qualitative insights from your brand's event.