What makes up the largest portion of a corporate marketing budget? Which marketing tactic do corporate organizations use the most? The answer is in-person events! 81% of marketers’ tactic usage is spent in in-person events and 21% of their corporate marketing budget is spent on these events. But how do you measure your event’s success? What event success metrics do you use?
With in-person events being rated by marketers as their most effective channel, organizations need to ensure they are collecting, analyzing, and capitalizing on the event intelligence that is produced from these events.
To help marketers and planners understand the power of event intelligence and connect this data across multiple touchpoints, we’ve curated this guide to the top 24 digital marketing KPI’s companies need to measure their success. Check it out.
Important KPIs for Measuring Event Success Using Event Intelligence Solutions
1. Total Registrations
The total number of people who have registered for your event. This number is commonly used as the most immediate way to determine your event’s success.
2. Event Check-In
The event check-in KPI shows the number of attendees who have arrived and have checked into your event. Typically, this number is compared to the total number of registrants to determine the number of no-shows.
3. Number of Returning Attendees
The number of returning attendees (attendees who have come to your past events) shows marketers and planners that your content is not interesting, but also shows that your event is continuing to generate value for your audience.
The number of total and unique visits to your session, or booth. Based on this information, you can determine which session or booth was the most popular amongst attendees.
5. Visit Duration
Visit duration is the average time attendees spent at your session or booth. With this information, marketers and planners can determine which session or booth was the most valuable to attendees and which one they should include again at a future event.
6. Bounce Rate
The bounce rate reflects the number of total unique visits by an attendee that visited a booth or other location only once. This information is important since it can be compared with the visits and visit duration metrics to determine which booths to not include at future events.
7. Heat Maps
Heat maps measure and provide the number of people on the event floor and show, using different colors, where they are congregating the most. Whether you use heat maps during your event or after, heat maps are an easy way to visualize the most engaged booths and sessions.
8. Speaker Engagement via Mobile App
To see how engaging attendees found your event speaker is by looking at the number of profile views the speaker received within your mobile event app.
9. Speaker & Session Engagement Via Live Polling
Look at the response rate for in-event, live polling to determine how engaged attendees were during specific sessions and to see how the most engaging speaker was.
If you use gamification at your event (e.g. scavenger hunts, photo contests), be sure you compile and analyze the data. Gamification data will not only show you how engaged your attendees are, but also how interesting your content was.
11. Social Media Mentions
The number of direct social media mentions (hashtag or handle name) your event received. This number will allow you to determine how social media-friendly your event was in addition to how engaged attendees were.
12. Social Media Engagement
This number is the total reactions your social media audience had to your posts related to your event (e.g. likes, shares, retweets, etc.). Generally, this number is used to understand how event content is resonating with your audience.
13. Number of Active Community Members
This number allows you to understand who your most active attendees are in addition to when and how active your overall attendees are.
The total number of people that exchanged contact information at networking events. This metric helps show how engaged attendees were at your event.
The total number of marketing materials that were collected by attendees from speakers, sponsors and event organizers. This metric is key for improving future events.
16. Mobile App Insights
If you’re using a mobile event app for your event, it is filled with event success metrics. For instance, you can learn the number of attendees who downloaded the app, the number of attendees who used the app to scheduled appointments, message collogues, and so much more.
17. Attendee Satisfaction Surveys
An attendee satisfaction survey is a planners’ opportunity to ask their guests specific questions about their event. To ensure that you can utilize this data to understand and improve future events, be sure to ask specific questions that can be answered by selecting a numeric option.
18. Net Promoter Score
This score, also known as NPS, reflects attendees’ answers to the question “On a scale of 1-10, how likely is it that you would recommend this event to friends?” The score is reflected in the percentage of promoters (people who scored your event 9-10) and the percentage of detractors (people who scored your event 0-6).
19. Qualified Sales Leads
The number of qualified sales leads generally reflects the number of prospective customers your event generated. This metric is important since one of the jobs of in-person events is to generate leads.
20. Customers Acquired
This metric reflects the number of people who became customers as a result of attending your event.
21. Via Score
Via score is a single metric that combines all the metrics to evaluate the overall performance of an event.
22. Gross Revenue
This metric reflects the total amount of sales made at your event, before any deductions. Gross revenue is perhaps one of the most important KPI’s when measuring event success since it shows your event’s potential and ability to satisfy attendees.
23. Efficiency Ratio
Also known as the Cost to Revenue Ratio, the Efficiency Ratio is a metric that compares expenses generated by an event with the company’s revenue. This metric is important in understanding how profitable your event truly generated.
24. Sponsorship Page Engagement
To prove to your sponsorships that attendees engaged with their brands and to solidify a partnership with them in the future, the sponsorship page engagement metric is essential. This metric shows the number or level of engagement (e.g. views, likes, actions) attendees had with sponsorship pages.
What do you think of these 24 digital marketing KPI’s? Do you use any of these to measure your event’s success? Let us know by commenting below!