Say you converted 12% of your leads from your experiential marketing last year, do you consider that a win? It’s hard to say if you were successful without knowing how the industry performs. Benchmarking provides key information that every event marketer needs to make informed decisions.
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Benchmarking is a very valuable tool, especially for a client who is just beginning an event marketing measurement program. The reason is that a single data point is useless and this type of resource can help to close the gap.
However this type of data is usually proprietary. In my experience it is often not even shared between departments. So exacty what this company can deliver demands some investigation. Still it’s an interesting idea and the company has been around long enought to be credible.