One of the most powerful features is okapi is deriving actionable insights from all the data your gathering.. Many marketing plans contains goals and KPIs; those are easy to track and measure. If your goal is to distribute a million samples or generate 500 sales qualified leads (SQLs) then simply performing a SUM function in Excel can easily generate that number.
But knowing a number doesn’t often deliver an insight. Knowing you’re half-way to your goal might be interesting. The an insight is generated when you realize you’re only 1/4th of the way through the year. Now we’re combining two data points together to help determine a future action. If my marketing plan is already over performing then I can decide to invest more resources into that technique. Or maybe I realize my sales team can’t handle the number of leads I’m generating so I should take some of that cash and start gaining traction in a new channel.
The business of creating insights is the reasoning we used to build Event and Activity Types. At the highest level and Event type is where you’re doing the work. The Activity Type is what you’re doing while you’re at the Event. In the experiential world, event types might be: Sports, Music, Fairs & Festivals, Holidays, etc. You could even go deeper and further divide by Rock Music, Country Music and Rap Music. Switching to B2B marketing, Event Types might be Conferences & Trade-Shows, Meetup Groups, Lunch & Learns, etc.
Activity Types define what you’re actually doing when you attend an Event. In experiential, that might be samplings, pop-up stores, or guerilla activities. In B2B it might include speaking engagements, customer events, trainings, or just manning one or more trade-show booths. In all cases, holistically looking at Event and Activity types is very important while you’re configuring okapi because once you begin collecting Event Recap and Survey data these two fields help will very quickly provide insights you may not be regularly look for. B2B marketers may find they’re generating higher-value leads from speaking engagements than they are from trade-shows. Experiential marketers may find out the fastest way to build brand awareness is not actually handing out as many samples as possible but rather having building true meaningful interactions with potential consumers.
Going one step further, combining Event and Activity Types with additional Custom Properties will allow you to see which sectors your products and services are hitting home runs rather than base hits. For example, adding a property for Industry (i.e. Agriculture, Non-Profit, Legal, Finance) or Community (i.e. Education, Community, Civic, LGBTQ) to your Events could show you have poor market penetration or brand awareness in one area of your marketing and would allow you to quickly shift dollars into an otherwise untapped market.
Whether you’re still considering okapi for your experiential marketing measurement needs or are already using it, please let us know how you’re using Event and Activity Types. And if you’d like some help restructuring your types to better align with your reporting needs let us know that too. Our custom success team would be happy to help you out any way we can.