All Terrain Brings Thought Leaders Together to Answer How to Measure ROI of Engaging Consumers

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All Terrain, in partnership with the Chicago Chapter of the American Marketing Association, brought leaders in various marketing and analytic fields together for the first of what will be a series of think-tank style conversations.

All Terrain, a 16-year-old experiential marketing agency specializing in strategic consumer engagement, in partnership with the Chicago Chapter of the American Marketing Association brought leaders in various marketing and analytic fields together for the first of what will be a series of think-tank style conversations. The goal of this ongoing conversation is to better understand the impact of the various touch points between a brand and their consumers prior to purchase.

Hosted by All Terrain at their Chicago office, 40 of the city’s brightest Marketing Professionals, Human Behavior Analysts and Advanced Degree Candidates in various fields of consumer research came together to discuss key topics related to better understanding the psychology behind consumer/brand relationships in today’s noisy marketing environment. Led by Tara Soltow of All Terrain, these thought leaders came together to work to find the answer to two key questions: how best to measure ROI of a brand engaging a consumer, and what current measurement tools could be used to measure this.

“As an agency, we not only recognize the difficulty in measuring ROI in a space where it’s not as simple as ‘see ad, make purchase,’ but we also recognize there’s a cost to ignoring this opportunity. Despite the challenges in being accurate, we’re trying to measure the sentiment of the interaction, which is something we inherently know can be powerful, but lack a truly quantitative way to measure,” said Sarah Eck, Founder/COO, All Terrain.

Following the three-hour event consisting of conversation, breakout sessions and group discussion, many in attendance left with not only a better understanding of the challenges faced by agencies in the Experience Design space, but also an appreciation for the value of researching a better way to determine true ROI.

This event was part of All Terrain’s larger Salon Series which brings thought leaders together to discuss various topics within the marketing landscape. The think-tank was an important first step in outlining the tools both available and needed to develop a way to accurately measure the impact Experience Design has. All Terrain and the Chicago AMA will continue to work together to identify measurement opportunities over the course of a series of events in 2014.

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About All Terrain
All Terrain is a 16-year-old experiential marketing agency that has pioneered a new data-driven experience design model that delivers programs to create meaningful connections between brands and consumers in both real world and digital environments. Using a hybrid approach that integrates experiential, social media, and content amplification, the award-winning agency has been recognized for its rapid growth on the Inc. 500/5,000 for five of the last six years. Based in Chicago, the women-owned agency’s clients include Allstate Insurance, Anheuser-Busch InBev, Cosmopolitan of Las Vegas, E.&J. Gallo, General Motors, Kellogg’s and Northstar Lottery Group (The Illinois Lottery).

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Mia Sissac
All Terrain
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