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Event ROI & Measurement Trends

GES Global Experience EVENT ROI & MEASUREMENT TRENDS A recent study by GES and BtoB magazine concluded that 60% of respondents are less than satisfied with measurement of their events. Most everyone collects metrics but not everyone is measuring the right thing. Are your events boosted by data or burdened with non-meaningful metrics overload? 1 GET YOUR PRIORITIES STRAIGHT FACE-TO-FACE EVENTS AND EMAIL Marketing Channels that Benefit Most from Metrics COMMUNICATIONS RANKED AS THE CHANNELS THAT PRODUCE THE MOST ACTIONABLE DATA. 31% 24% 23% 16% 6% Events stand out in the busy marketing mix as something that is measurable and meaningful. Measure the right data, then act O Face-to-face Events • Other Email Marketing Website on it to make the event more productive. • Direct Marketing 2 WATCH YOUR WALLET Reported Single Most Important Metrics 32% 22% Qualified Leads from Show Conversion Rate Prospective Business Qualified Leads from Post-Show 6% RESPONDENTS CONSIDER NUMBER OF QUALIFIED LEADS Change in Preference 6% TO BE MOST IMPORTANT METRIC. Cost Per Lead 5% Customer Satisfaction 4% How much did it cost to get the leads? Attendees at Show 3% Attendees at Booth 2 Other 6% Always track cost per lead. Without this, getting to ROl is impossible. 3 FIND THE RIGHT MIN EMAIL MARKETING AND WEBSITE INTEGRATION WAS SAID TO BE MOST VALUABLE TO LIVE EVENTS Consider the upside and magnify BUT ONLY AN AVERAGE OF 58% REPORT performance by integrating marketing COMMITTITNG TO INTEGRATING THE CHANNELS. channels with events. Value by Channel of Integration In Face-to-face Events Commitment Level to Integration in Face-to-face Marketing O Not Committed Email Social 28% O Mildly Committed 72% 41% Mobile • Somewhat Committed Print 14% 19% 16% Direct 31% • Moderately Committed 50% 8% 15% • Extremely Committed Website 14% 56% • Totally Committed *Top 2 box responses 4 AVOID INTERNAL ROADBLOCKS ALMOST HALF OF RESPONDENTS SAID THAT THEY HAVE PROBLEMS ACCESSING AND ANALYZING DATA. Clear hurdles early. Collaborate with internal stakeholders prior to the event and agree on objectives and metrics. Make sure key data will be available so that you can measure ROI. Most Significant Reported Challenges in Measuring ROI Lack of Data/Support from Sales t Poor Data Collection/Analysis 111111 24% L1 1 21% tttt 17% 1 14% 1111111 13% Inability to Track Key Measures No follow-up on Face-to-face Leads Vague Relationship of Metrics to Performance 1 ti C-suite Sees Marketing as Only an Expense i1tt 4% Contention with Sales 1 3% Lack of Data from Marketing 1 1 2% Lack of Data/Support from Finance 1% C-suite Sees no Value in ROI Measurement 1% GET THE COMPLETE DATA, INSIGHTS AND ANALYSIS. READ THE METRICS WIHITE PAPER TODAY. GES.COM/MEASURINGEVENTROI

Event ROI & Measurement Trends

shared by GES on Nov 30
A recent study by GES and BtoB magazine concluded that 60% of respondents are less than satisfied with measurement of their events. Most everyone collect metrics but not everyone is measuring the righ...


Ethan Starkweather


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