Today’s digital-first world presents an interesting paradox: although we spend more time in front of screens, our offline connection is becoming increasingly important – as mirrored by the growth of the event industry (44% from 2010 to 2020) and increasing budgets on experiential marketing. This raises the question: how can brands leverage data on consumer’s thoughts, feelings and reactions during ‘offline’ experiences?

Drawing on several exciting client success stories (including Michaels Community Classroom, Budweiser, and Honda), Jonathan Yaffe discusses the power of offline data, the concept of Experiential Relationship Management (ERM), and how it is changing the future of marketing and customer relationship-building.

What the audience can learn:

• The power of offline data in understanding consumer behavior and fostering brand loyalty

• How experiential relationship management is changing the future of marketing

• Insights on collecting offline data from exciting case studies