Events play an important role in a brand’s overall marketing and media mix. They create space for brands to be front and center and interact with their audiences at an intimate level. Whether it is B2B brand events that bring together practitioners and experts to talk about a specific topic like cybersecurity or cloud computing, or consumer events where brands can showcase their latest products to buyers, there are a number of different areas brands should focus on to truly capture their ROI. Here are four event analytics and KPIs every brand should focus on.
Attendance. Your event attendance numbers are one of the most critical KPIs marketers should look at. How many people signed up to attend your event? How many people actually made it, and what percentage of the event did they attend? How does this number compare to your attendance goals? How does it compare to your potential entire audience? Overall attendance doesn’t necessarily translate into revenue—at least beyond registration fees—but it helps quantify the scope and scale of the impact your event had on your audience.
Marketing engagement by channel. Promoting an event is a significant amount of work. It is important to dig under the hood to see how effective each channel is in reaching your audience. For example, if you use e-mail marketing, what were your e-mail open rates? How many registrations did social media or webinars drive? Did partner promotions or speaker outreach help drive new segments of the audience? Evaluate what the analytics are telling you, and use that information to shape your promotional plans for future events.
Conversions. Did the event drive conversions? In some cases, this might be sales or it might be registrations for the company newsletter. Whatever the desired outcome, look at how many attendees have deepened their engagement and relationship with your brand.
Mentions. What impact did the event have beyond the walls of the event itself? In many cases, brands are seeking to have a wider impact with their events. For example, what did social media listening tools reveal about conversations happening around the event? Were attendees sharing statistics, key insights, and takeaways from the event? Did the media or industry bloggers recap the events or cover it in any way? Mentions that go beyond an event can help your brand capture a more significant ROI on event spending.
Taking a closer look at analytics can help your brand determine the real impact of its events. From reach and attendance to influence beyond the event itself, dig deep to really understand whether the events you invest in are helping you achieve your bottom line and larger brand objectives.