Baffled by Marketing Metrics? Here’s the Top 10 Things You Should be Measuring At Your Event

Posted by Kevin Iwamoto on 04/14/2016

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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:
  1. Event invitations RSVP to responded conversion rates (%)
  2. RSVP to actual physical attendee conversion rate (%)
  3. Any data that captures the life cycle stage of attendees
  4. Sales lead opportunities; these can be considered marketing generated leads and/or marketing influenced leads
  5. Deals closed from the attending companies; you can use this for marketing influenced bookings, and/or marketing originated bookings
  6. Total cost per attendee; this includes their travel costs
  7. Event-to-event comparison; this is based on sales leads, opportunities or any resulting deals compared to other similar events
  8. Net Promoter Score (NPS) to gauge your customers’ reaction to your brand. Send the NPS survey before and after the event.
  9. 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!

Lanyon Launches Smart Events Cloud 2016

Posted by Lanyon on 09/19/2016

Lanyon Launches Smart Events Cloud 2016


Meetings Today-Lanyon Launches Smart Events Cloud 2016-July 2016

Posted by Patrick Mendoza on 07/26/2016

Lanyon, a meetings and travel software company, released a new version of its Smart Events Cloud platform that features a number of significant enhancements, a simplified user interface and improved scalability.


Lanyon Launches New Functionality and Salesforce Integration for the Company's Smart Events Cloud®

Posted by Lanyon on 07/25/2016

New release delivers event ROI transparency for marketing teams


Lanyon Selected as Event technology Provider by Meeting Professionals International

Posted by Lanyon on 06/15/2016

Lanyon Selected as Event Technology Provider by Meeting Professionals International


Meetings and Conventions Magazine — 5 Tips to Make Your Event More Environmentally Friendly — May 2016

Posted by Lanyon Staff on 05/11/2016

Earth Day fell on April 22 this year. As happens every year, people from around the world agreed on that day to turn off lights, reflect on ways to make our planet cleaner and take steps to reduce waste. 
As we in this industry know, bringing together thousands of people can create a great deal of waste and emissions. However, we can make conscious decisions every day, at every event, to make sure we are doing all that we can to make our events environmentally friendly.

Read the original article here.


Lanyon Selected to Power GBTA’s Worldwide Events

Posted by Lanyon on 05/02/2016

Dallas, Texas (April 28, 2016) — Lanyon, a global leader in meetings, events and travel software, today announced that the Global Business Travel Association (GBTA) has selected the company’s RegOnline® software to power their global events. The agreement reinforces Lanyon’s commitment to provide best-in-class software to the association marketplace.


How Dreamforce Mastered Event Registration With Salesforce’s Scott Owens

Posted by Lanyon on 04/25/2016

Salesforce, the world’s leading CRM technology provider, is one of the most recognizable names in the tech industry. And with over 172,000 attendees, their flagship event, Dreamforce, is the largest software conference on Earth. They’re also a Lanyon customer.


PCMA Convene – 5 Tips to Max Out Your Mobile Event App – April 2016

Posted by Lanyon Staff on 04/11/2016

If you’ve attended an event, or even walked around any street recently, it’s a safe bet you saw a lot of folks walking around with their heads down, eyes trained on their smartphones, thumbs busily scrolling up and down their screens.

What’s so awesome about their phones? Most likely, they were engaged with an app. 


...read the original article here.


Dallas Business Journal — RealPage exec joins Lanyon as president, COO — March 2016

Posted by Lanyon Staff on 03/22/2016

Dallas Business Journal — RealPage exec joins Lanyon as president, COO — March 2016
Meetings, events and travel software company Lanyon has hired Dirk Wakeham as its president and chief operating officer.
Wakeham joins Dallas-based Lanyon from RealPage Inc. (Nasdaq: RP), a rental housing software business headquartered in Carrollton. During his five years as president of RealPage, Wakeham lead the company through an initial public offering and grew revenue to more than $300 million.

...read the original article here.


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