Measuring offline and event ROI without fooling yourself

Offline ROI is easy to fool yourself on. Use event-specific codes, a pre/post regional lift read, and honest cost-per-capture math, not vibes.

Offline events feel successful in the moment, which is exactly the trap. Real measurement means attributing sales you can actually trace (unique codes, a landing page), reading regional lift before vs after, and pricing the soft value (captured contacts, content) honestly instead of hand-waving. AI runs the math on your numbers; it never invents them.