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Your Event’s Analytics – What Matters, What Doesn’t & How To Measure Them


Posted by Lanyon on 03/15/2016

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Back in December of 2015, we wrote about mobile trends hitting the meetings and events industries – one of them being the influence of mobile event apps on event analytics.

The point made us wonder – what data should we be measuring at our events?

After doing some quick research, here’s what we learned: Measuring event analytics can get complicated. Like, really complicated. Thankfully, our own Senior Manager of Events, Teri Harper, was able to break it down for us.

Basically, event analytics can be split into four different groups:
 
  1. Revenue – This includes all of the money you make from your event! Don’t forget to include sponsors and exhibitors, registration fees and commissions from your filled-up room block.
  2. “Butts in Seats” – As Teri endearingly calls it, the number of attendees at your event – and, therefore, experiencing your brand – definitely matters. This also can refer to who attended which sessions, therefore which sessions were most popular!
  3. Engagement – Attendees should love being at your event, or at least have some major lightbulb moments – but hopefully both! You can measure attendee engagement many ways, but we tend to favor measuring social engagement – happy attendees telling all their friends about how much they love us? We’re in. Read more about how we measure social engagement at our events here.
  4. Feedback – Send out some surveys to your attendees! You’ll be able to get real input on how attendees feel while they’re at your event, as well as afterward – and you’ll be able to use that information to inform your decisions for next year.   


Maybe you’re already measuring one of these, or maybe all four. Either way, your next step should be to check out the registration data you should be capturing – and how to make sense of it.  
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