Checklist to measure the effect of events

Examples of measuring points for event follow-up. Use these as a basis for your follow-up, adapted based on your events, goals, and organization.

Basic data

• Which business area or department is the client of the event?
• What is the goal of the event? Generate leads and contacts, introduce and
  share brand knowledge, and strengthen and develop existing customer
  relationships? How do we quantify the goals?
• In which region is the catchment area? Digital and/or in-person participation.
• What is the overall theme/topic of the meeting?
• What are the different target groups for the event? Are there different forms of
  participation? Do we have personas for different categories of participants?

For event registration

• Number of guests.
• Opening degree invitations via email per target group.
• Number of visitors registration page per source and channel.
• Registration information and participant profiling; Name, title, contact
  information, sessions, allergies, etc.
• Company profiling, line of business, size, and other mapping issues.
• Reasons to participate in events, what do they want to get out of their
  participation? Suggestions for topics?

During event

• Entrance / digital check-in.
• Attendance and evaluation of sessions or other specific parts of the event.
• Number of scanned leads and collected contacts.
• Number of booked meetings, demo sessions et cetera.
• Expressions of interest from exhibitor pages.
• Question times and examination during sessions.
• Engagement via chat, social media, gamification, and app.
• Visits to physical and virtual stands and exhibitions.
• Other digital footprints from participants around the event.

After event

• Goal fulfillment for participating goals.
• Goal fulfillment of internal qualitative goals.
• Rating of event moments and other parts such as premises, travel, food,
  accommodation, and travel, for example.
• If they were to recommend events to colleagues and/or participate again.
• Costs for events.
• Directly related sales and indirectly that can be traced to the event.
• Other results and effects from the event that are not directly related to sales.
• Change in activity on social media and websites shortly after the event.