Experiential Marketing Measurement Methodology Brief

Experiential Marketing Measurement Methodology Brief


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This article summarizes the framework and process outlined in the Event ROI Training, offering a concise reference for experiential marketing professionals using PortMA’s methodology. It is designed to support the training presentation and serve as a go-to guide for integrating ROI thinking into everyday campaign execution.

Learning Objectives: What Are We Trying to Learn?

  • Reach: Are we engaging the right people? Look at demographics and past brand experience.
  • Impact: Are we changing behavior or attitudes? Focus on intent to purchase or recommend.
  • Value: What’s the ROI and where is it strongest? Segment by profile, market, and activation type.
These objectives shape both strategy and reporting. Data should serve decisions, not just fill spreadsheets.

Program Metrics: What Should Be Captured?

Daily field staff should report:
  • Type of engagement (demo, wet sample, etc.)
  • SKU(s) featured
  • Attendance and activation hours
  • Staff count, onsite sales, engagements, samples
Program-wide inputs include:
  • Retail price, purchase cycle, total program budget
  • Customer value calculations and behavioral norms


Data Collection: How and When Do We Gather It?

  • Field Reporting: After each activation day via spreadsheet, online form, or platform.
  • Consumer Surveys: 4 questions per respondent, targeting 15–20 responses/day. Conducted by field staff with iPad/tablet during natural downtimes.


Analysis Segments: How Do We Make the Data Actionable?

Profiling Segments (who was reached):
  • Gender
  • Age / Generation
  • Brand Awareness (New, Aware, Current Customer)
Marketing Design Segments (how the marketing was executed):
  • Market (by state)
  • Venue Type (festival, retail, etc.)
  • Engagement Type (wet, dry, none)
Use these segments to identify best-performing scenarios and replicate them.


Survey Questions: What Do We Ask Consumers?

  • Prior experience with the brand
  • Recency of usage
  • Awareness before today
  • Likelihood to purchase
  • Year of birth
  • Gender (by observation), Market, Venue Type
These data points fuel all ROI calculations and help guide actionable recaps.

Important Note: If the brand is a service brand, you'll need to use alternative wording for the first three questions.  PortMA recommends the following:

  1. Have you ever heard of them before today?
  2. Have you ever been a customer of theirs?
  3. Are you currently a customer? (Y/N)
Key Takeaway: The Event ROI Framework isn’t just about measurement.  It’s about learning, improving, and demonstrating value clearly and consistently. When field teams capture the right data, analysts can uncover actionable insights, and marketers can drive smarter decisions and stronger outcomes.

See a downloadable version (MS Word) of the Methodology Brief below.

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