How Do You measure the success of your events?
No matter which Professional Services industry you are in, being able to improve your events and increase return on investment (ROI) year-on-year is a key objective for event planners. However, a significant number of events teams are not measuring their events’ success in accurate ways and face difficulty in quantifying the real value of meetings and events to their business.
Common metrics that event organizers use to measure the success of their events include registration numbers, number of new leads and revenue from sponsorship. But what do these figures really tell you? Can you rely on them to definitively measure the real impact of your events?
Welcome to the digital age where technology can help event organizers improve their events through the use of event app analytics! A mobile event app can provide real, tangible data that allows you to dig deeper into the analysis of your event, enabling you to truly see the effect your event has made on the business.
With an event-app you can ensure you receive the best results from surveys by sending them out immediately after sessions have finished while the details of your attendees’ experiences are still fresh in their minds. You can also incentivise your attendees to complete surveys through the use of gamification, increasing response rates and providing you with the valuable feedback you need, all with the added benefit of no printing costs.
The ability to increase survey responses and view them in real-time is just one part of the story, so what other powerful information can be gained through the use of an event app?
Here are 7 valuable insights revealed by event app analytics:
- Marketing effectiveness
How many impressions were on each page of the app?
- Attendee Interests
What content is being accessed the most?
How many people are viewing which types of content, including social, sponsor, speaker, attendee or general information?
- Participation Levels
How many people are participating? How much content did your audience generate?
- Sponsorship ROI
How many leads were exhibitors and sponsors generating?
Providing sponsors and exhibitors with definitive data about their ROI will encourage them to return next year.
- Audience retention rates
How can you adapt your event sessions and social events to give your attendees more of what they want?
- Amount of networking
How many attendees exchanged contact information, connected with like-minded people or scheduled meetings using the app?
- Impact of your incentives
What percentage of attendees participated in your event app game and who scored the highest on the leaderboard?
With insights into every aspect of your event, you have all the evidence you need to understand its impact. You will be able to determine the effectiveness of your marketing and sales strategies and decide if you need to change your marketing efforts to ensure your events improve year-on-year.
Not only can you see the effectiveness of your event once it is over, you can use real-time analytics to measure the success of your event and apply this insight there and then, enabling you to deliver the right content to the right people at the right time.
Analytics are used in many areas of marketing to inform marketers of what works and what doesn’t. These insights help to constantly improve performance. Email marketing and social media have had these capabilities for a long time so why is this kind of feedback not expected from events? With the ability to measure attendee engagement and much more, event app analytics should be an integral part of marketing strategy.