Marketing metrics in the cultural sector

The deep economic and financial crisis has led to the need to develop new strategies to improve the development of productive activities and re-establish a situation of economic well-being for the population. A possible strategy is to enhance the value of their local resources. Investments in art and cultural activities, including the realization of cultural events, can generate profits for the region and improve the competitive advantages. In the current context, it is particularly important to evaluate the activities that can be produced because the promoters have to justify the investments made and because the assessment should be able to correct any issues. Moreover, there has been a great increase of attention to the cultural activities that can take a significant role in economic activities. A particular type of product is given by the cultural events. This study analyzes the economic and social aspects of some events held in the province of Ascoli Piceno. This article is divided into three parts: the first one deals with the topic of marketing metrics, in second one with cultural aspects and finally, in last section, describes a model to evaluate events through a study case. The assessment of events produces both qualitative and quantitative results and the evaluation is particularly useful for local organizers that can acknowledge economic, social, cultural and environmental value and can improve initiatives and in particular on the need to plan different events and to integrate offer.