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Brand lift (or change in brand opinion) and Net Promoter Score (NPS) (from survey data): compare your brand perceptions among attendees before and after the event to determine NPS, the change or “lift” provided by the engagement.

There is an increasing focus for marketing teams on generating ROI from events—not just return on investment, but also return on impact.

Queen Elizabeth I was reported to have said "my Kingdom for an extra minute..." or something close to it. Successful event professionals are also fighting a proverbial Spanish Armada when managing their time, often outside of "business hours," in a fast-moving industry with constantly shifting tastes and trends.

There's a very healthy trend in Event Marketing that goes overlooked. Most of the Influencers in this business have followings that have been generated organically. Contrast that to Paid Influencers who post about the latest in edible make up products to millions of followers at $25,000 a post (the going rate for the top end Influencers.) 

Event marketing is expensive, but it can provide a substantial return on investment. It is vital, therefore, for corporate event marketing professionals to both optimize the value of their event spending and be able to measure that value.

As we covered previously, information can be collected by different means at different points before, during, and after each event. 

Events are often the single largest expense in a B2B marketing budget (and a significant expense for B2C marketers as well), but can provide a return of $3 to $5 for every dollar spent. That's why nearly two-thirds of event pros plan to spend more on live events this year than last.

When it comes to budgets, corporate event planners seek to optimize the return on their event outlays. This means both choosing the right events to attend (or host) and getting the biggest impact out of every dollar spent on the event. Second, they need to be able to quantify their results. 

While there are a number of metrics to quantify results, the primary focus should be operational metrics. These metrics include information on which sessions, presenters, and activities were most popular, among other variables. As a rule of thumb, we list the top 10 metrics most event managers use to measure ROI. 

Corporate events have been a vital marketing channel, particularly for B2B enterprises, for decades now. Live events, including conferences and trade shows, remain one of the top lead generation sources for B2B marketers.

It used to be you could count on spreading your influence at an event with four walls. Today, social media walls, real-time Twitter updates, and cross-platform image and video sharing expand the impact and experience of events far beyond the walls of the hotel ballroom or convention center.

Events are often the single largest expense in a B2B marketing budget (and a significant expense for B2C marketers as well), but can provide a return of $3 to $5 for every dollar spent. That's why nearly two-thirds of event pros plan to spend more on live events this year than last.

Events can be a real money maker for your company. It pays to understand what commerce capabilities you can actually offer during your event to assure you maximize your ROI. Here, as in other areas of event management, no one application is sufficient for every need.