How can I follow up on my event and measure the effect?
By measuring and analyzing, it is possible to prove the output of an event. This makes it easier to justify costs, plan for future activities and improve the event. Measuring does not have to be that difficult. With the right tools, it is possible to collect, manage and analyze data efficiently.
Measuring the result of an event is important to be able to prove what effect it gives. Proper analysis can provide valuable insights into the target audience and their behavior before, during, and after the event. It can also provide insights into the target group’s purchase price, their attitude to the company, and their experience of the event. With the help of the right analysis tool, it is possible to improve the event in real-time and bring insights to the next event.
Measuring and analyzing the effect of an event is not just about counting the number of participants, it is an important pillar for creating events that the participants are happy with. Which data is to be collected depends on what is to be analyzed, and the measurement needs to be linked to the goals that are linked to the event. Therefore, it is important to create a process that is efficient, easy to use, and that can be used several times over.
Create a process and work in a structured way
How should you measure and analyze the result? Limit the measurement to different parts; what information should be collected before, during, and after the event? Decide how the data will be collected and where the respective questions will be asked. By collecting everything in one tool, the data is already collected at the invitation and registration. During the event, the participants’ activity is measured, and afterward, it is possible to get an overall picture of the event’s outcome. With automated processes, you avoid the data ending up in different places and it becomes easy to follow the analysis. By analyzing certain values on several occasions, it becomes easier to compare results between different events. Plan follow-up activities before the event, so that they come within a reasonable time after the event.
Measure correctly – not everything
It gives no, or bad, effect to measure the wrong value and it becomes easily overwhelming to measure everything. Select some measuring points that are relevant to your event and ensure that they relate to the goal. Respect the visitors’ time by only asking the questions you need to be answered so that the participants feel that the questions they have to answer are relevant. Think about how the questions are experienced by the participants; are they easy to understand, relevant to the event, or are they perceived as intrusive?
Use the measurement as a support
Do the invitations work, do the participants find their sessions, and how many should you plan for at each activity? Use the analysis tool to improve the event in the planning phase and during implementation. By following the data in real-time, you can get an early view of which sessions will be popular, see if the invitations lead to bookings and if the participants book personal meetings during a digital trade fair.
Protect the integrity of the participants
Use a platform where you can collect, manage and analyze data securely. Use only the data you need and avoid collecting data that is not relevant, be especially careful with sensitive personal data. Inform participants about how their information will be used and how long it will be stored. If the data is to be shared with a third party, it is important that the participants understand what it means and that your partner securely handles the data.
We have compiled a list of suggested measurement points to help you get started measuring the impact of your events and meetings. Fill in your email and we will send it to you.Download checklist