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ROI—or return on investment—is a major component of event planning. It can influence many factors, such as selecting venues and speakers. In a 400+ event planners survey, more than 90% say they measure ROI in some way. However, only 11% say they measure it well and nearly 40 percent said they measure it, “not very well, we measure a few things.” Common challenges for event planners include knowing what exact metrics to measure, and how to effectively analyze the data afterward. No matter your relationship with ROI, check out some common myths about it and how you can better measure ROI for your organization.