The Critical Importance of Measurement for Event Planners
The most important tools in an event planner’s toolkit are the ones that help you measure your event.
As the events industry continues to grow and evolve, the use of data and insight tools has become increasingly important for event managers striving for success. Insight tools allow event managers to make data-driven decisions, measure the effectiveness of your events, and gain a deeper understanding of your audiences, as well as measure the environmental impact of the event and how well it reflects and enhances company values.
A key benefit of using data and insight tools is the ability to make informed, data-driven, decisions. By collecting and analysing data on past events, event managers can identify patterns and trends that can inform the planning and execution of future events. This leads to more effective and efficient event planning, as well as increased ROI for event organisers.
Data and insight tools also allow event managers to measure the effectiveness of their events. This includes tracking attendance, engagement, and feedback from attendees. By measuring these metrics, event managers can determine which aspects of their events are resonating with attendees and which need improvement.
Data and insight tools can also help event managers gain a much deeper understanding of their audiences. By collecting data on demographics, interests, and behaviour, event managers can create more targeted and personalised experiences for attendees. This can lead to increased engagement and satisfaction among attendees, as well as opportunities for upselling and cross-selling.
Measuring the environmental impact of an event is becoming almost the norm. With rising public sustainability concerns, measuring and reducing an event’s carbon footprint is crucial for event managers to meet the expectations of attendees and stakeholders.
There are hundreds of data and insight tools that event managers can use to measure their events. Some starting examples might include:
- Google Analytics: This allows event managers to track website traffic and engagement, including page views, bounce rates, and time on site. This data can be used to optimise website design and better target digital marketing and content to improve the user experience and engagement.
- Bespoke Forms: (SurveyMonkey, Typeform, Jotform for example) These allow event managers to collect feedback from attendees through surveys. The data can be used to improve the overall event experience and make changes for future events.
- Eventbrite Insights: This allows event managers to track attendance, ticket sales, and revenue for their events. This data can be used to inform pricing and marketing strategies and measure the overall ROI of an event.
- Track by event:decision This allows event managers to measure an event’s carbon footprint by tracking either pre- or post-event, the emissions of travel, accommodation, F&B, materials, freight & energy associated with the event. The tool also provides recommendations on how to reduce the environmental impact of the event, a benchmark against other similar format events and the potential offset value.
The use of data and insight tools is an essential component of event managers’ success. Tools like those above – and many others – allow event managers to make data-driven decisions, measure the effectiveness of your events, gain a deeper understanding of their audiences, and measure and reduce the environmental impact of the event. With the right data and insights, you can create more engaging, sustainable, and successful events, resulting in increased ROI and more satisfied attendees.
To find out more about our data and insight tools for event planners purpose, track and predict – and how they can help event planners and owners measure and track whether they’re living up to their event objectives, get in touch.