Understanding Attribution Models and Event Marketing Challenges with Tamar Beck

In this final episode of Series 2 of Unscripted, I am joined by Tamar Beck, the CEO of Glean In. She offers a unique perspective drawn from her extensive experience in the events industry.

This discussion revolves around attribution models used in event marketing, highlighting how over-reliance on last-click attribution can lead to missed opportunities and ineffective budget allocation. Tamar and I explore the complexities of attendee engagement, the role of community in trade shows, and the need for more sophisticated, holistic approaches to understanding and measuring marketing effectiveness.

We also touch upon the challenges event organisers face in adapting to modern marketing trends and the importance of empathy in understanding attendee decision-making processes.

(00:00) Introduction and Guest Introduction

(00:06) Tamar Beck's Journey from Events to CEO

(00:48) Challenges with Attribution Models in Event Marketing

(02:39) The Importance of Multi-Channel Marketing

04:29 Event Marketing Strategies and Challenges

(08:54) The Role of Exhibitors in Event Success

(23:33) Building and Nurturing Event Communities

(28:46) Concluding Thoughts and Future Directions

🌟 Featured Speaker: Tamar Beck 🌟
Tamar is the CEO of Gleanin and brings 15 years of extensive event management experience to the table. From project oversight to portfolio management – encompassing finance, sales, marketing, and operations – she understands the full spectrum of event success and now focuses on helping marketers attract new attendees.

🤝 Connect with Tamar on Linkedin: https://www.linkedin.com/in/tamarbeck/ or her website at https://gleanin.com/

🔥 Whether you're deep into digitising events or just starting to question the status quo, this episode delivers hard-earned insights from the front lines of event transformation. 

💬 Drop your questions or takeaways in the comments!