Episode 1

Pilot: Defining the Dollar Value of Impressions


July 3rd, 2019

16 mins 57 secs

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About this Episode

    <p>On this pilot episode, Chris tackles the challenge of defining the dollar value of impressions.&nbsp;&nbsp;This is the most popular blog post on PortMA's <a href="http://www.portma.com/" target="_blank">Experiential ROI</a> blog and garners the most activity when they post on Twitter <a href="https://twitter.com/portma" target="_blank">@portma</a>.&nbsp;&nbsp;</p><p>Chris breaks the problem down into three business challenges:</p><ul><li><strong>How to collect experiential marketing impressions reliably: </strong>Turns out, that consistency is more important than accuracy.&nbsp;&nbsp;Chris breaks down this critical data science principle and provides simple solutions to avoid this common mistake.</li><li><strong>Methods for recording the five primary impression categories: </strong>In experiential marketing there are five impression categories that every campaign should be tracking.&nbsp;&nbsp;Don’t sell yourself short by missing one of these key areas of value.</li><li><strong>Assigning a legitimate dollar value to experiential marketing impressions: </strong>Finally, Chris reveals the industry standard for impression valuation modeling and provides several examples that allow the non-data minded marketer a clear roadmap to assigning the right dollar value to experiential impressions.</li></ul><p><strong>Links of Interest</strong></p><p><a href="http://www.portma.com/" target="_blank">Portland Marketing Analytics (PortMA)</a> is a marketing research firm&nbsp;specializing in the develop of marketing communication strategies and measuring the return-on-investment of experiential marketing campaigns.</p><p>You can follow Chris on Twitter <a href="https://twitter.com/PortMA" target="_blank">@portma</a>.</p><p>For a more compressive review of Ad Value Equivalency Modeling techniques including criticisms of the approach visit PR Week’s article, <a href="https://www.prweek.com/article/903837/ave-debate-measuring-value-pr" target="_blank">The AVE debate: Measuring the value of PR</a>.</p>