How to measure effectiveness of Experiential Marketing – 11th May 2021

Dr Lila Milliari discusses how brands can measure the real benefits of Experiential Marketing Campaigns

About the Event

Measuring the real Brand benefits of Experiential Marketing Campaigns is still an area that many agencies and clients, struggle to tackle effectively, especially when it comes to financial ROI. While other marketing disciplines such as advertising and digital marketing have a multitude of tools for measuring effectiveness, experiential activities are mostly justified based on reach and cost per contact. In this web-event, Dr Lila Malliari, ex CMO of Toyota Belux and marketing consultant with RedRoute International, a marketing effectiveness agency, will present the methodology which allows brands to measure both medium-and long-term ROI and the impact on brand attitudes and behaviours. A case study of the application of the method in the sector of the automotive will also be presented. A Q&A with Steve Messenger, Managing Director, RRI Ltd, and Jessica Hargreaves, Group MD PrettyGreen & The Producers will follow.

About the Speaker

Lila started her career at Unilever, she stayed there for 15 years and worked for global brands like Dove in senior marketing positions.

She then moved on to Toyota and was CMO for the Greek business and then for the Belgian business where she worked on some major European launches of models like Yaris and Rav 4. In her last assignment as CMO at Toyota Belgium, Lila was also part of the implementation team for the digital transformation project of the customer experience.

Lila also has some academic experience. She holds a Doctorate degree on customer loyalty from Grenoble Graduate Management School and has taught Marketing Strategy and Digital Marketing in the past.

For the last year and a half Lila has been cooperating with RRI and doing consulting work on marketing strategy and marketing effectiveness and efficiency measurement techniques.

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