“ When you can prove the numbers, C-suite and boardroom credibility follows”
Leader
Demonstrating measurable return … and a sense of humour
Managing editor, Paul Colston
C on Bridgeman in this month’ s
Producers Room, p58, analyses a survey on AI and ROI and draws some interesting conclusions. Staying on the AI theme, our MPI correspondent Paul Cook, p25, examines the fundamental question of trust in AI and how to develop practical fluency with it.
The question of hard proof – essential in achieving healthy balance sheets – is also explored by Amy Lucia, chief marketing officer at Cvent, who notes:“ The marketers who will lead the next era are the ones who can prove what events actually do for their business, connecting that investment directly to pipeline and revenue. When you can prove the numbers, C-suite and boardroom credibility follows.”
Nine out of 10 Cvent survey respondents acknowledge their event programmes face high scrutiny when it comes to demonstrating measurable return.
As many of us follow with avid interest an event that some consider‘ the greatest show on earth’, the FIFA World Cup, the tournament, jointly hosted by the USA, Canada and Mexico, is forecast to generate $ 10.5 billion in global ad spend during the quarter alone. Kochava has attempted to follow and analyse the trail of a typical football fan journey in Los Angeles. However, across four days the typical fan crosses five types of media surface: out-of-home, social, streaming, mobile and in-venue. No single platform ' s dashboard can reconstruct that journey end to end. What is for sure is that there are winners and losers. My favourite event moment? Not one on the pitch at time of writing, but a viral video of Norway fans‘ Viking rowing’ up an escalator in South Station, Boston. Experiential ROI – immense!
Check out also our reports on Spanish Paradores, p28, and Richard John’ s take on complimentary slippers in hotel rooms, p54. And find out about the Copenhagen Risk Navigator, p50, and our edit on the latest ICCA rankings, p38. n
|
MANAGING EDITOR PAUL COLSTON pcolston @ mashmedia. net
PORTFOLIO DIRECTOR IAIN STIRLING istirling @ mashmedia. net
|
HEAD OF MARKETING JONNY HAMMOND jhammond @ mashmedia. net
INTERNATIONAL SALES MANAGER MYRAN BALASINGHAM mbalasingham @ mashmedia. net
PRINTED BY PENSORD
DESIGN BY THE MAGAZINE PRODUCTION COMPANY
|
MASH MEDIA GROUP LTD 2ND FLOOR APPLEMARKET HOUSE, 17 UNION STREET, KINGSTON-UPON-THAMES KT1 1RP
TEL: + 44( 0) 20 8481 1122 FAX: + 44( 0) 20 8481 1144 EMAIL: INFO @ MASHMEDIA. NET WEBSITE: WWW. C-MW. NET
@ CM _ WORLD
|
© COPYRIGHT CONFERENCE + MEETINGS WORLD ALL MATERIAL PUBLISHED IN CONFERENCE + MEETINGS WORLD IS COPYRIGHT AND REMAINS THE PROPERTY OF THE PUBLISHERS. NO MATERIAL MAY BE REPRODUCED WITHOUT THE WRITTEN PERMISSION OF THE PUBLISHERS.
THE PUBLISHERS DO NOT NECESSARILY AGREE WITH THE VIEWS EXPRESSED BY CONTRIBUTORS, NOR DO THEY ACCEPT ANY RESPONSIBILITY FOR ANY ERRORS OR INTERPRETATION IN THE SUBJECT MATTER OF THIS PUBLICATION.
NO PART OF THIS PUBLICATION MAY BE COPIED OR REPRODUCED, STORED IN A RETRIEVAL SYSTEM, OR BE TRANSMITTED IN ANY FORM BY ANY MEANS ELECTRONIC, MECHANICAL, PHOTOCOPYING, RECORDING OR OTHERWISE WITHOUT THE PRIOR PERMISSION OF THE PUBLISHERS.
|
|
|
|
ISSUE 143 / CONFERENCE & MEETINGS WORLD / 3 |