Archive for May, 2010
Five Critical Questions: Toshiba and Alliance Tech Discuss Measuring Exhibit Marketing Results
With so much a stake—exhibitor credibility and event budgets—the truth is that the majority of exhibiting companies don’t measure the ROI from their exhibit programs. These recessionary times have placed exhibit managers in both a difficult and unique position to measure the effectiveness of their programs. Before, metrics were necessary, now they are critical.
As a 15 year veteran event analyst, Roger Lewis is a leader and visionary in the area of event measurement. He is an expert on utilizing technology, such as radio frequency identification (RFID), to measure and understand marketing performance metrics. As executive vice president of 
