Analyze This: The Metrics Every Event Marketer Should Track

These days, marketers have access to a ton of data collected from the digital footprints left by prospects and customers, which they can use to measure impact and improve decisions. There’s an expectation that every campaign provides an opportunity to measure impact, optimize tactics, and showcase results.

But when it comes to live events, a massive lack of data has often left event marketers scratching their heads when trying to take a data-driven approach to understanding what worked, what was the business impact, and what steps to take next. Luckily, the advent of Live Engagement Marketing has changed that, enabling nearly every attendee interaction to be captured – making a whole new layer of live event data available.  If you’re an event marketer, you may be skeptical. Is this data meaningful? How easy is it to turn it into valuable insights that can be utilized?

With the right tools, utilizing this data in meaningful ways is pretty easy. To help jumpstart the process, we pulled a few simple engagement and content metrics that are easily accessible in Performance Manager. Keep reading for the top metrics you should track, and simple actions you can take to improve them.

Adoption

Ensuring a healthy percentage of your attendees have downloaded and logged into your app is an important metric to watch leading up to your event. In many cases, your app is not just a tool for convenience – it’s the key channel for you to foster meaningful connectivity, personalize content, communicate critical messages, and capture a digital footprint at your event. Not seeing the adoption you want? Try this:

  • Pre-Event: If your event hasn’t started, send another email to your attendees to explain the benefits of having the app — and provide an easy way to download it.
  • During the Event: If your event has already begun, make an announcement on stage and promote your event app with signage in session rooms and hallways.
  • During Sessions: Have your speakers promote the app by asking the audience to respond to a poll, or fill out a post-session survey.

Engagement

This is the metric that tells you how many people are taking actions with your app — moving beyond passive viewers to active participants. Actions include posting, responding to polls, following other attendees, and more. This metric is showcased in yellow next to adoption at the top of the Performance Manager dashboard, and can provide insights into how engaged attendees are with your brand, your message, or the purpose of your event. If this one is trending low, you have a couple of options:

  • Send another poll or two with compelling questions that should elicit responses.
  • Send a push notification nudging your audience to take an action, such as rating sessions or speakers. Users may not know this functionality exists in the app.
  • Or consider how to make the content more relevant for your next event, using content visibility rules to segment your audience and personalize content across attendees.

Make Next Year’s Event Better With Content and Speaker Metrics

Analyze This: The Metrics Every Event Marketer Should Track

Once your event has started and your audience is engaged in your app, you can use content and speaker trends to guide decisions about future events.

Speakers

Let’s begin with speakers. While speaker ratings are one way to grade your speakers, we like to look at the full picture that includes other data points, such as session channel comments, likes, session ratings and more. It gives you a full picture of your attendees’ entire experience. A comprehensive engagement score helps you capture this in a single metric, that you can then sort alongside others. So, what can you do with this information?

  • Compare your paid speakers to unpaid speakers. Did paid speakers live up to the hype? Would an unpaid speaker do just as well next year?
  • Start filling out your speaking roster for your next event based on who performed well.
  • Tap your top speakers to do customer testimonials or other co-marketing to showcase their speaking abilities.

Sessions and Content Data

Finally, sessions and content data can have a big impact on future events. Similar to speaker data, sessions can be drilled into with an engagement metric to determine what resonated most. Content can be assessed in a number of ways – from top file downloads, top app section visits, and trending hashtags. If further segmentation is needed, reporting is available to dig deeper. Mining this data will give you a clear picture of what your attendees like and dislike, giving you powerful intel you can use when planning the next event. Ask yourself a few targeted questions:

  • Is there a certain topic, industry, theme or product area that attendees were most interested in?
  • Was there a certain session format that worked better than others?
  • Based on these insights, what types of sessions should you increase and decrease at your next event?

It’s time to get excited if you haven’t checked out this treasure trove of insights. Taking action on these insights is what will ensure your events are getting better month after month, year after year. Head over to the Performance Manager (Event Performance tab) and check it out!

And if you haven’t seen the Live Engagement Platform in action lately, including the ways you can leverage data to improve decisions, check out this short demo video here.