The Lanyon Team recently wrote a blog about creating a culture of analytics within the event planning process.
That got me thinking – what, exactly, should marketers be tracking at their events?
While attendees want to gain knowledge and have a great experience at your event, stakeholders and executive sponsors want proof that your event yields a return on their investment.
From ROI to ROE to ROO (that’s return on investment, return on engagement and return on objectives), event analytics quickly becomes a tangled web.
Here’s the top 10 things you should be measuring at your event:
- Event invitations RSVP to responded conversion rates (%)
- RSVP to actual physical attendee conversion rate (%)
- Any data that captures the life cycle stage of attendees
- Sales lead opportunities; these can be considered marketing generated leads and/or marketing influenced leads
- Deals closed from the attending companies; you can use this for marketing influenced bookings, and/or marketing originated bookings
- Total cost per attendee; this includes their travel costs
- Event-to-event comparison; this is based on sales leads, opportunities or any resulting deals compared to other similar events
- Net Promoter Score (NPS) to gauge your customers’ reaction to your brand. Send the NPS survey before and after the event.
- Pre, during and post event survey responses; make sure your mobile based survey data can be combined with your event technology survey data
At Lanyon, our events team uses these metrics to determine which tradeshows and events we attend, to track our influence on lead capture, lead delivery, sales booking and revenue, and other sets of data including digital campaigns and social media.
Event analytics and intelligence are the new norm – not just for marketers, but for all event professionals.
When your company is spending millions on events, you can’t afford to overlook data capture, analysis and reporting. Do yourself a favor and be proactive in capturing data now, before you even get asked for it. It’ll go a long way to help you to excel in your career. It may even save your job!