Digital spend is measured to the click; the client's offline programme of exhibitions and events was measured on attendance. We are building a platform that registers every offline activity, carries captured leads through to closed deals, and finally lets event budgets be judged against revenue rather than impressions. Currently at MVP stage.
Digital marketing spend is measured to the click. Offline spend — exhibitions, conferences, sponsored events, physical touchpoints — usually is not. The client ran a continuous programme of offline activity with no system tying any of it to revenue: events were planned, budgets were approved, leads were collected on paper or in ad-hoc spreadsheets, and by the time a deal closed months later nobody could say which event had produced it. In practice this meant offline marketing was evaluated on attendance and impressions, and budget was renewed on the strength of whichever event felt most successful. The organisation needed offline activity measured the way online activity already was: lead by lead, through to closed revenue.
A single record for every offline activity — event, cost, audience, owner — replacing the spreadsheets that previously lived with whoever organised each one. Reporting starts from a complete list rather than from whatever people remember to submit.
Leads captured at an event carry their source through to the deal record, so revenue can be attributed back to the activity that produced it instead of to the last channel that touched the customer.
Separate flows for the people staffing an event and the people analysing the programme, so on-site capture stays fast enough to actually happen while analysis retains the detail it needs.
The platform was designed from the start for multiple domains and languages, so the same instance can serve activity across markets rather than being rebuilt per region.
Offline events stop being evaluated on attendance and start being evaluated on the revenue they produce — the first time this organisation could hold an event budget to the same standard as a digital one. The platform is at MVP stage, with the core registry and attribution flows built and the analytics layer expanding as real programme data accumulates.
Tell us what the process looks like today and we will tell you what can be automated — and what should not be.
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