Andrew Mccorkell
Dec 13, 2017

Neuroscience is coming to events: Nissan

Active attendee engagement is crucial—and needs to be measured as a key ROI metric.

Evaluating event ROI should extend far beyond financial profit, argues Nadine Vienne, corporate events section manager at Nissan Europe.

Speaking to event planners at ibtm world in Barcelona last month, Vienne says we need to re-examine how we measure ROI or ROE return on equity, with a greater focus on emotional engagement.

Of course we can measure the result of an event from the company point of view, Vienne said. Usually,...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Subscribe

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Google may place higher value on repeat reviews near point-of-sale
Premium
33 minutes ago

Google may place higher value on repeat reviews ...

A patent filing with important marketing implications suggests that online reviews posted from locations nearer to sales and service locations will hold up longer if the reviewer continues to visit—as tracked by Google.

Premium
Blippar partners with Magnum for Singapore AR campaign
Premium
1 hour ago

Blippar partners with Magnum for Singapore AR campaign

AR platform allows consumers to create custom ice creams they can then buy in store.

Premium
Meet Leticia, the somewhat dim domestic helper learning about her rights
Premium
1 hour ago

Meet Leticia, the somewhat dim domestic helper ...

Singapore's Ministry of Manpower takes a comedic approach to promoting fair treatment of domestic helpers. But is stereotyping a wise course?

Premium
YouTube updates monetization eligibility criteria
Premium
2 hours ago

YouTube updates monetization eligibility criteria

In an effort to assure advertisers and agencies on brand safety, Google has announced two new requirements for video creators that intend to join the YouTube Partner Program.