All key measures are compared to IMI success norms for on-site evaluation.

Situation : Single or multiple on site events, or event as component in a fully integrated off site campaign.

 Study Usage : Quantitative approach to measure residual (typically mid to long term) effectiveness of an event. Test and control – attendees are compared to a control, random population of the target market, to determine impact of attending event. Random is further analysed to assess the impact of mass media supporting event/ fully integrated off site campaign (not always applicable).

Standardized measurement criteria is used to make objective, ROI based decisions on event marketing investments.