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Events are the driving part of networking and hold a great importance in driving sales and generating leads. It helps brands and companies to connect and collaborate with their audience face to face. However, one thing is for sure that each individual present at your event has a unique journey to the final sale.

According to Statista, only 14% of B2B marketers’ budgets are being allocated for in-person trade shows in 2015.

For this purpose, marketers are under constant pressure to find the numbers that matter when it comes to proving value. Many event organizers and marketers mostly focus on data captured before and after the event. It gives a good picture of who showed up at the event. But it does not portray anything else.

To make the things great in the future, make sure to incorporate data extracted from during, before and after the event to offer a great experience to the attendees. Without further delay, let’s have a look at some of the ways you can measure event success and ROI.

Insights from Social Media

Social media is a powerful tool to help you improve your events and create experiences that last. For instance, engage your attendees on social media platforms and see what they are saying during the event. It would lead to valuable insights and suggestions that will help you in future events.

According to EventTrack, about 77% of event marketers use social media as a key engagement strategy before the event, but the number declines to 61% after the event.

If you are not using social media as a tool to track your event’s ROI, you are making a big mistake. Track all the conversations and views of attendees about your event such as how was the experience, what they liked and disliked about the event, reviews on speaker and so forth and so on.

The data gathered from social media will help you track how many attendees were engaged, who are interested in your event. You can also use this data to generate post-event content that would inspire and loved by your attendees.

Conduct Survey during the Event

Event Manager’s prime responsibility is not only to look at the managerial things. They need to look after and care for their attendees. The event manager must know whether the audience liked the speech given by the speaker.

For this reason, you need to conduct survey while the things are still fresh in their mind. The best way is to send a small survey during the event or right after the event ends. It will likely boost interest in your attendees and a great way to collect additional feedback. For example, ask them what was the most interesting thing they loved, how long did they spend at sessions, was the topic relevant and knowledgeable, did the event app worked according to their expectations etc.

As soon as the reviews come in, make sure to thank them for their time and effort. Moreover, it is good to conduct the survey during the event in order to maximize the number of responses. You can conduct the survey through SurveyMonkey, Mobile Event App or Email.

Sending Targeted Messages to the Attendees

Incorporating latest technology at your events will help in driving positive results. For instance, if you are using RFID technology or beacons at your event for tracking movements, you will have a better idea of where people are showing interest. Most of the event managers send targeted messages to the attendees through mobile conference app to remind attendees about the upcoming offers and speakers.

Using the data, you can understand what messages and attractions at your event were helpful and inspired them. For instance, you can compare how many attendees were scanned to attend the event that you messaged them about through your mobile event app. Moreover, you can also use email analytics to find what people were reading your content. It will help you understand what messaging really caught people’s attention leading to a successful event with better ROI.

Mobile App Insights

Mobile event apps are great for tracking attendee’s activity throughout the event. The data gathered from event app can be exported and used to generate insights. For example, what feature of the app was utilized by attendees the most, were they happy with the networking opportunities it offered, or how were they reacting on social media platforms. All of these insights can help you understand the needs of the attendees.

All of the above-mentioned techniques can help you measure event success, the overall experience of the attendees and event ROI metrics.

Ray Parker

Ray Parker

Ray Parker is an entrepreneur and tech enthusiast who loves to incorporate new technologies to get more efficient outcomes. When he's not marketing his latest venture, he keeps himself busy in writing technical articles to educate peers and professionals.
Ray Parker

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