Enterprise Scale Meets Empirical Proof

ServiceNow

Enterprise Scale Meets Empirical Proof

The Challenge: The Experiential Measurement Gap

Proving true commercial ROI across matrixed, multi-region event portfolios has long plagued enterprise marketers. C-level executives demand pipeline and revenue impact, while traditional event metrics rely on fragmented, post-event survey data that fails to justify multi-million dollar investments. ServiceNow needed a standardized, scalable framework across its global roadshows and forums to prove value and build a defensible business case for continued event spend.

The Solution: The Experience Intelligence System™ (EIS)

GPJ collaborated with ServiceNow to stress test and deploy our proprietary measurement methodology across their portfolio.

EIS eliminates “gut feelings” by unifying multi-dimensional event data into a single, auditable percentage score driven by three core pillars defined upfront:

  1. Audience Participation: Measuring active engagement, dwell time, and content interaction.
  2. Brand Sentiment: Quantifying shifts in audience perception and emotional connection.
  3. Business Impact: Demonstrating direct contributions to pipeline, sales goals, and customer retention.

PARTICIPATION

Did attendees DO what we intended them to do?

BRAND SENTIMENT

Did the experience make them THINK or FEEL as planned?

BUSINESS IMPACT

Did we ACHIEVE our target commercial goals?

The Impact & Results: Turning Data into Defensible Growth

By embedding EIS directly into the project lifecycle from brief to debrief, GPJ provided ServiceNow with an intuitive, visual diagnostic tool that turned event data into actionable strategy:

  • A Single Source of Truth: Replaced disconnected data feeds with an easy-to-understand visual benchmark that synthesizes customer feedback, internal stakeholder inputs, and post-event commercial metrics.
  • Multi-Year Trend Analysis: Enabled ServiceNow to layer scores across roadshows and forums, tracking year-over-year trends and identifying continuous optimization opportunities.
  • Defensible C-Suite Storytelling: Provided ServiceNow’s marketing leadership with an unassailable, data-backed business case to secure and increase experiential budget allocations.

“One of the things GPJ does really well when we partner with them is pull together all the different data points into an experience score that becomes our benchmark going forward. It includes customer feedback, internal feedback, and post-event metrics—it’s remarkably helpful.”

— ServiceNow Event Leadership