Always-On Readiness Quiz

Before you get to the five-part framework, it’s worth knowing where you’re starting from. Score yourself honestly against each statement below — most portfolios land somewhere in the middle, and that’s the point of this guide. For each of the five areas, choose the description that’s closest to how your portfolio actually runs today.

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1. Budget structure(Required)

0 — Each event has its own budget, planned and spent in isolation

1 — Budgets are planned separately but there’s some informal carryover between shows

2 — There’s a shared standing budget that funds a baseline presence, with event spend layered on top

2. Content between events(Required)

0 — Paid activity pauses when registration closes; nothing runs in the gaps

1 — Some existing content (reports, blogs) occasionally gets boosted, but it’s ad hoc

2 — There’s a standing content plan that keeps paid media running between registration windows

3. Audience and tracking(Required)

0 — Audiences and tracking are rebuilt from scratch for every event

1 — Some audience data carries over informally, but nothing is deliberately maintained

2 — Retargeting pools, lookalikes and tracking persist across events and compound over time

4. Measurement(Required)

0 — Success is judged only by conversions in the final weeks before an event

1 — There’s some awareness that earlier activity matters, but it isn’t tracked or reported on

2 — Attribution captures influence earlier in the journey (assisted conversions, brand lift, multi-touch)

5. Overlapping events(Required)

0 — Concurrent or back-to-back events compete for the same budget and audience without a plan

1 — There’s an informal understanding of how to split focus, but no fixed rule

2 — There’s a clear, defined approach for how simultaneous campaigns share budget and audience