This chapter was all about analyzing data. The worst part about a research project is analyzing all the sources. In evaluator's minds analyzing data is the same situation. Evaluators also have previous misconceptions about measurement of social media data.
Measuring and analyzing your data will help refine your search strings and know what your competitors are doing and compare your organization. Being able to review and track the results can verify the which outlets and audiences matter.
Knowing which audiences matter can turn feelings and relationships into measurements and metrics that can benefit your organization.
How do you develop those relationships? Sponsors and events are one answer.
Chapter 7 outlines how events and sponsorships help cultivate relationships that can come from data that can be measured. Organizations generally have three goals when launching events.
These are to
How do you develop those relationships? Sponsors and events are one answer.
Chapter 7 outlines how events and sponsorships help cultivate relationships that can come from data that can be measured. Organizations generally have three goals when launching events.
These are to
- Launch new products
- Drive affinity between customers and the brand.
- Reach new markets and customers
Like outlined in previous chapters, the author uses the seven steps to measure sponsorships and events. The main questions that are asked from these steps are again, what are your objectives? What is your measurable criterion? What are your benchmarks? How will a measurement program benefit the event?
This reaffirms the general theme of the book so far. If you can understand your audience, your key messages and communicate them successfully then you will be successful in your measurement to improve your organization.
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