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October 25, 2007

Agency sponsors event ROI research

Design and communications agency Logistik is currently funding research to develop a model to evaluate and quantify the return on investment gained from live events for its clients.
The company is sponsoring an exclusive, three-year full-time PhD research bursary at the UK Centre for Events Management, Leeds Metropolitan University to find that out.

“As an agency, we are often looking for ways in which we can engage audiences and ensure our clients’ key messages are remembered. Live events deliver impact through brand exposure – although this can be difficult to measure at present, we hope that this model will give us the opportunity to quantify this in the future,” said James Wilkins, Logistik’s brand director.

The research will be undertaken by PhD student Ali Sajjadi who will spend the next three years developing a quantitative performance measurement model for the event industry, based on his findings at Logistik. Ali will evaluate the impact of Logistik’s events on internal client audiences.

Overseeing the study is Professor Rhodri Thomas from Leeds Metropolitan University, who said: “As you can imagine, trying to understand and measure the complex interplay of a range of factors that will influence the impact of an event on its target audience is a challenge. Yet, when we crack that challenge the model will be an invaluable device. This is cutting edge stuff and will help companies evaluate the return on investment they get from live event marketing.”
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