Patricia Chapin-Bayley

Senior Vice President

Reach3 Insights

Patricia is Senior Vice President of Reach3 Insights, an award-winning research consultancy pioneering the use of AI-accelerated, conversational insight techniques.

Sessions

Apr 29

11:55 AM - 12:15 PM EDT

Green Stage

Research Communication & Storytelling

Media

Marketing & Advertising

How CAA Used Real-Time Insights to Prove Experiential ROI

How do you know if an activation worked — while it's still happening? CAA partnered with Reach3 Insights to find out. Using the Brand Experience Predictor (BXP), a proprietary measurement platform, 325 attendees at a major Super Bowl fan zone activation were surveyed in the moment via QR code—no post-event recall. The result was a rich, benchmarked picture of engagement, sharability and impact.
Key Takeaways:
1. In-the-moment measurement captures what post-event surveys miss.
2. Benchmarking across an experiential database transforms single-event data into strategic guidance.
3. Measure beyond recall — shareability and brand impact are just as critical.

Also speaking

Ryanne Miller

Senior Director, Insights & Analytics, Creative Artists Agency (CAA)

Speaker

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