FROM RETURN ON EXPERIENCE TO RETURN ON INVESTMENT / OBJECTIVES

When it comes to strategic impact measurement, we dive deep into the world of analytics and boost the value of your meeting, event or communications campaign through quality and monetary parameters.

Instead of only conducting a post-event evaluation we start with an assessment before the project has even begun – to evaluate knowledge, expectations and other parameters that are important for your project. Having this pre-event measurement in place not only helps you to set benchmarks and demonstrate the value of the project after the event – it also helps to define the key objectives and serves as a continuous controlling tool within the planning process. Running the analysis over a longer period of time will also enable you to monitor the long-term impact on the participants and open up an additional and specific communication channel between you and the participants.

We start with an in-depth analysis and a discussion about clear and measurable objectives of your program. Our process is based on the industry-standard ROI Methodology (Phillips, 2008), refined with the Theory of Planned Behavior (Ajzen, 1991), which focuses on the non-monetary return on objectives (ROO). We set a multidisciplinary approach and take findings from different fields – such as psychology, sociology, human behavior and behavioral economics ­– into consideration.

The VMP Model provides a measurement example for a meeting that is based on a ‘before and after’ comparison (see illustration), where we implement several surveys (see green boxes) over time to closely monitor the long-term behavioral change based on the predefined objectives of your program.

Through our analysis process we are able to create even more meaningful and transforming experiences based on data. Do you want to know more about how we apply this principle of monetary return on investment (ROI) and non-monetary return on objectives (ROO) to our industry?

Here you will find more details on our approach.