What metrics are the most important for you to track at events? Not surprisingly, when you ask eight of the smartest, most influential women in event technology that question, you get a fascinating range of answers.
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We developed an extensive collection of 52 event metrics across three categories: operation, soft (brand), and hard (financial) measures a while back. At a high level, the responses from this group of the top women in event tech fell into these ten categories:
- Attendee demographics (7 mentions): age, sex, education level, decision-making authority, job role
- Finance and operations (7 mentions): costs (overall and per attendee), budget, paid vs. free registrations
- Satisfaction (6 mentions): good/bad, Net Promoter Score, ease of navigation, quality of information
- Marketing / Social / Media (6 mentions): invitation response rate, revenue by source, earned media hits, social media sharing
- Performance (5 mentions): performance vs. expectations, compliance, cancellations/no-shows
- Attendance (4 mentions): overall, by session, as percentage of reservations
- Behavior (4 mentions): sessions attended, experiential engagement, time on show floor
- Engagement (4 mentions): interactivity with activation, activity by attendee type
- Feedback (3 mentions): suggestions, favorite experiences/sponsors
- Content relevance (2 mentions): favorite sessions/speakers, best / most relevant content
Here are full responses to the question "what metrics are most important to track?"
CEO, Redstone Agency
- Satisfaction - good or bad. One simple question. The one that matters most :)
- Repeat vs first-time attendees
- Net Promoter Score (NPS) - How likely are you to recommend the event/experience or be loyal to it yourself?
Dahlia El Gazzar
Tech Evangelist / DAHLIA+ Agency
- What type of event participants experienced which 'areas' or activations within your event?
- Take a step further, and how interactive did they get with the activation?
- What are their sociographics / demographics?
- What content resonated with the event participants?
- What kind of sponsor areas/immersive experiences worked better than others?
- What kind of sharing of the experiences + content did the event participants do to amplify the event brand?
Creative Director, DAHLIA + Agency
- How easy was the event to navigate? Did you feel informed?
- How relevant was the education - and which were the favorite sessions/speakers?
- Suggestions for future events
- Favorite experience - from a single interaction to main stage moments
- Data of who went to which sessions/experiences
Founder, Kissing Lions Public Relations
"It's just as important to embrace specific event data, of course, such as attendance, engagement, guest feedback, earned media hits, overall costs, the value of content captured during the event as it is the event producers and event team who may measure in their own unique way.
In an ideal world, it's always helpful for the in-house marketing department of any given brand to disclose any helpful metrics about the businesses, brands, and customers they have already collected to set the tone and lay the groundwork. Still, a hybrid approach and flexibility can only help.
Tracking digital invitation opens using bit.ly and also tracking RSVPs is the standard go-to, especially for micro-events, events that are popular with startups that are more intimate in nature and may be ongoing. At the end of the day, however, were ambitious goals with reasonable expectations reached? That's the ultimate measure."
President, International Trade Information, Inc.
"Numbers of attendees, exhibitors, job descriptions (titles are not a good indicator anymore), decision making ability, what education is attended, is it paid or free; dwell time on the show floor (if available), future purchasing decisions and how far out, age and sex of attendees."
SMMP Consultant and Managing Director, Curvebox Ltd
- Services deployed
- Suppliers used
- Avg cost per person
- Compliance to internal policies
- Adherence to compliance requirements
Director, International Marketing and Outreach, AVIXA
- Macro attendance (overall event attendance like total number of visitors)
- Demographic mix of attendees
- Micro attendance (attendance at sub-events during the larger event)
- Marketing metrics (revenue, source, etc.)
- Average investment/attendee
- Who pays (attendee, business, etc.).
Founder, TurnedSee & Hotels4Meetings
"The key metrics are attendee satisfaction and attendee engagement during the event."