Measuring the return on investment (ROI) of meetings and events has long been more of a theoretical goal than an actual priority for meeting planners and owners. That is starting to change.
"I've been around meeting planning and the ROI discussion for a long time," says Anthony Miller, chief marketing officer of Lanyon, which makes meetings and events management, travel management, and mobile attendee app software. "Everybody would nod their head and say 'Yes, we've got to do it.' But it wasn't until you got to the discussion about the venue or the destination that everybody's excitement rose. But after the economic crisis of the late 2000's, we did see the desire to really understand the ROI increase on the priority list."
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