How To Measure Event ROI (Return On Innovation)

How To Measure Event ROI (Return On Innovation)

While evaluating the success of an experiential brand event or marketing campaign, it's important to measure ROI (return on investment) and ROI (return on innovation) as well. Brands should determine how well audience experience leads to active engagement across all touchpoints, memorability, and brand perception. A comprehensive evaluation should factor in both types of ROI into the equation. The best ROI strategy reflects both the return on investment and the return on innovation.

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More Innovation Resources:

Connecting Dots 16 - INSEAD Reseach Topic

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Innovation Requires Continued Engagement

Innovation often thrives on interaction with people, cultures, and civilizations. Isolation from customers, partners, and markets can lead to regression, while good innovators rarely work alone.

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Define Customer Needs As Desired Outcomes

Companies struggle to create value by satisfying unmet customer needs because they do not define them correctly. Instead of focusing on the product or customer, they should analyze the desired outcome of the job the customer is trying to accomplish.

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