Captello Launches Event Revenue Intelligence Platform
What happened
Captello announced Event Revenue Intelligence, a new category of its platform designed to measure event performance. This intelligence traces closed revenue back to a single badge scan, attributing revenue at the level of the individual lead and meeting rather than relying on program-wide averages or projections. The platform runs on the same system that captured the initial lead.
From prnewswire.com
Why it matters
Events represent a large discretionary expense in B2B marketing, but they are often difficult to defend financially. The platform addresses this measurement gap by allowing companies to attribute revenue directly to individual leads, a capability that many event marketers currently struggle to integrate into their CRM.
Sophisticated modeling techniques are being utilized to enable the measurement of Return on Investment (ROI) within the context of CPG giants and marketing analytics.
From prnewswire.com