SUNDAY  8:30 AM - 12:00 PM
Track: Measurement & Analytics

S102 Half-Day Workshop:
Connect the Dots: How to Match Measurement to Business Objectives
Any event plan must be measured against specific objectives to be considered successful. By aligning business and program objectives through the end result, planners can demonstrate this success. In this interactive workshop, you will learn how to:
•  Set clear, measurable goals
•  Connect objectives to specific metrics
•  Establish priorities and realistic expectations
•  Outline a consistent measurement methodology
•  Analyze results and make recommendations

Examples will be shared, and please bring your own specific objectives and data to begin building your measurement program.



FACULTY:
Allyson Shepherd
Throughout her 15-year career, Allyson has led strategic marketing for foreign and domestic conferences with up to 50,000 participants and has been a key innovator of experiential marketing metrics. In 2010, Allyson leveraged her experience with show organizers, exhibit and event agencies and corporations to establish Attendee Marketing Solutions, Inc., an event consulting practice focused on measurement and analytics. Allyson holds a BA in Writing for Film & Television and Political Science from Syracuse University.

Connect with Allyson Shepherd:
     



Katharine Chestnut Klang, CTSM Diamond
With 30+ years experience, Katharine started in advertising before transitioning to client-side marketing. Strategy and measurement of her own programs became a passion. Involvement at all levels of the creative and marketing process brings a practical working knowledge to every project. Experience in a variety of industries brings inventiveness to her solutions. A contributing writer and speaker for 20+ years along with marketing consulting and owner of an Atlanta co-working office.

Connect with Katharine Chestnut Klang:
   

Additional sessions presented by Katharine Chestnut Klang:
S329 Build a Successful Event Marketing Plan
M31517 Integrated Marketing Communications




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