Few can argue with the idea that innovation is a fundamental requirement for building a sustainable organization. Think of the dominant brands today, and those that jump to mind are frequently those with a strong reputation for innovation. Brands like Apple, IBM, Google, and 3M are leaders in innovation (FastCompany, 2010), not just for new products and services but also for renewing business processes and building new markets to meet customer need.

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PurposeThis article aims to further discussion on viable methods for marketing measurement that account for the complete customer journey by exploring common technology and communication barriers and solutions.Design/methodology/approachExtensive industry experience with technical and business methods, referenced in cited case studies, and research on available methods of tracking, also cited, informed the analysis contained within the article. The article is intended as a jumping off point for further conversation and debate.FindingsInternal (author informed) case studies, and current industry offerings reveal that extant technology and standard business practices prevent the development of a total value model of marketing measurement. These barriers must be corrected before a complete picture of media efforts can be realized.Practical implicationsA total value model of marketing will require correcting for extant insufficient technology, and coordinating data and knowledge integration between business departments, to facilitate analysis of both online and offline marketing, and discern the value of individual media along the customer journey that lead to sales.Originality/valueThis article consolidates and pinpoints the crucial barriers to a method of marketing measurement that reveals online and offline media value along the entire customer journey. It offers solutions, for C‐level executives and marketers, to these barriers, and suggests that the most critical factor is internal business knowledge and practices.

<p>As researchers we attempt to engage the public with our work in many different spaces yet we hardly ever seriously consider how we might manipulate, or control, that space in order to enhance that engagement. The theatrical research discipline of Scenography concerns itself with understanding how space can be used, through mediums such as stage design and performer/audience interaction, to control engagements and help maximize the impact of the activities within that space.</p><p>The Earth Arcade is a series of public engagement activities within an exhibit space that can be tailored for different events, depending on scale and audience. It uses games and game-like activities to share environmental research and inspire people to take actions to address environmental issues. <em>The Forest</em> project was established to explore how scenographic techniques could transform the spaces in which Earth Arcade exhibits are deployed.</p><p>Inspiration for <em>The Forest</em> was drawn from a visit to the Prague Quadrennial of Performance Design and Space 2019, where several of the exhibits were themselves inspired by environmental concerns. The space was debuted as a distinct part of an Earth Arcade exhibit at the 2019 Freedom Festival in Hull, UK, an annual arts and culture festival with over 130,000 visitors, and included elements like mindfulness, conversation circles, craftivism, and interactive soundscapes. These elements have subsequently been incorporated into further Earth Arcade exhibits.</p><p><em>The Forest</em> demonstrates a successful, inter-disciplinary approach, where environmental researchers and theatrical researchers combine their work for mutual benefit and engage the public with vital environmental issues.</p>

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