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Assessment
of Efficacy
Irina Shramova
COO
NaN:NaN / 00:00
morinfo
Assessment
of the Marketing
Events Efficiency
Now it is possible to monitor the eROI
of online marketing events. Optimize the growth zone
and receive a new result by using the technology
Assessment of BREFFI Event Service Efficiency.
Work Scheme
01Pre-project
Work
02Registration
of Participants
03Quick
Report
04Questionnaire
to Participants
05Analytics
and Reporting
01Pre-project Work
Together we will develop the standards
of carrying out an effective event:
Expected potential of participants
Expected change of the product’s
perception from the participants
after the event
Post support standards of events
Dashboards for monitoring and recommendations
for promotion team
scheme-1
02Registration of Participants
Events can be carried out in any city of the Russian Federation with online registration of participants
Before the event, BREFFI employee will check the participants' names, surnames, professions, job positions, places of work and fill the information into the BREFFI Event System. On the basis of the received data, Quick report will be generated.
scheme-2
03Quick Report
Quick report is provided after the event and affirms the implementation of all the requirements of the company
Quick report contains:
Number of participants, duration and venue of the event
Scheduled and actual (with a view to 1 participant) financial indicators
Photo-report of the event
scheme-3
04Questionnaire to Participants
We collect and analyze feedback from participants:
Immediately after the event, with the help of feedback forms
3-4 weeks later, with the help of FMIC operators
scheme-4
05Analytics and Reporting
Our consultants will analyze the results on five different scales and run a report
The report allows us to understand the current efficacy of the marketing events, various factors’ influence on the result and helps to form a plan of action to optimize the next events' preparation
scheme-5
scheme-1
Together we will develop the standards
of carrying out an effective event:
Expected potential of participants
Expected change of the product’s
perception from the participants
after the event
Post support standards of events
Dashboards for monitoring and recommendations
for promotion team
scheme-2
Events can be carried out in any city
of the Russian Federation with online registration
of participants
Before the event, BREFFI employee will check the
participants' names, surnames, professions, job positions,
places of work and fill the information into the BREFFI
Event System. On the basis of the received data,
Quick report will be generated.
scheme-3
Quick report is provided after the event
and affirms the implementation of all
the requirements of the company
Quick report contains:
Number of participants, duration
and venue of the event
Scheduled and actual (with a view
to 1 participant) financial indicators
Photo-report of the event
scheme-4
We collect and analyze feedback from participants:
Immediately after the event, with the help
of feedback forms
3-4 weeks later, with the help of FMIC operators
scheme-5
Our consultants will analyze the results
on five different scales and run a report
The report allows us to understand the current efficacy
of the marketing events, various factors’ influence
on the result and helps to form a plan of action
to optimize the next events' preparation
Assessment of Efficacy
will help to answer the questions:
How many potentially interesting
clients to your business have visited
your event?
In what way the content and format of the event helps
you to achieve the planned results?
How effectively the created opportunities
for business development are implemented
after the event?
How much is the event
well organized?
Work in the
BREFFI Event System
#
#
#
BREFFI Event Online Program is:
Efficient creation and events management
Online-monitoring of the process
Total transparency of all processes
Analytical capabilities
Monitoring of the implementation of all the client’s compliance requirements
Cases of the events organized
Professional conference of cardiologists
Professional conference
of urologistscoming soon
Professional conference
of gynecologistscoming soon
Professional conference
of cardiologists
Professional conference
of urologistscoming soon
Professional conference
of gynecologistscoming soon
Objectives and tasks
The Client Marketing Department has formulated the objectives:
Event should be visited by 20 cardiologists, treating at least 20 patients Y with Z pathology per month
After the event at least 80% of the participants should take drug X drug of choice for patients Y with Z pathology due to product availability in international recommendations
Project
Implementation
Potential
0123456789
0123456789
%
We have conducted online registration before the event and in the data of the quick report we saw that your event was visited by 10 cardiologists. At the end of the event, we collected information feedback and found out that doctors have 10 patients (among 100 patients) on an average. ‘Audience capacity’ Blog Efficiency -100/400 * 100% = 25%
Information
delivery
0123456789
0123456789
0123456789
%
Using questionnaires, we learned that the drug of choice, your product, for patients X can be seen by all 10 doctors! Excellent, section «Information delivery» — 100%.
The event’s
format
0123456789
%
Two weeks later, our call center operators contacted participants and clarified a number of issues. It turned out that among 10 doctors no one started using the product since they saw risks for the patient after switching to a new product. The format of the event did not allow doctors to sort out this issue. Score is 0%.
Consolidating
the results
0123456789
0123456789
%
Visit was carried out towards just one out of 10 doctors who visited the event, including registering the results of the event. It is 10%.
Total efficiency
evaluation
Evaluation of this event efficacy will be low. Efficiency percentage of the event will depend on the client’s determination of the weight criteria. eROI is likely to be negative.
Results
01
Qualitative invitation
Increase the quality of the participants’ selection. We will offer several options of how to do this, or will help to adjust expectations of the marketing department.
02
Changing Format
Change the format of the event, add a practical set of information about how to transfer a patient X to a new product therapy.
03
Visiting the Participants
Optimize FF team work, include standards
of the participants' post support.
04
The Result
The next event will be absolutely more effective. You know exactly where to focus to get a new result.
Clients
About
Contacts
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