The occasion business is booming, and never simply because we’re thrilled to return to in-person conferences, but in addition resulting from occasion organizers relentlessly bettering their craft. Due to occasion analysis, organizers repeatedly sharpen their expertise, optimize occasion experiences, and redefine what it means to host a profitable occasion.
On this weblog, we’ll stroll you thru the fundamentals of occasion analysis, and clarify key steps to measure occasion success from prime to backside.
What’s occasion analysis?
Occasion analysis is about figuring out whether or not you organized a profitable occasion. The analysis course of spans the whole occasion planning lifecycle—together with earlier than, throughout, and post-event. It entails wanting beneath the floor and understanding each wins and losses, thereby figuring out what you possibly can repeat and what you possibly can enhance at a future occasion.
An organizer would possibly use a number of strategies for gathering suggestions, reminiscent of an occasion survey, exit survey, or impression evaluation. These analysis methods—amongst many extra—enable occasion professionals to gather two sorts of info:
Qualitative occasion suggestions: This consists of info that isn’t essentially onerous information, however you possibly can nonetheless consider the opinions and private experiences of attendees and stakeholders. For instance, a buyer satisfaction survey would possibly embody an open-ended query the place respondents replicate on the occasion in their very own phrases, each good and dangerous. Qualitative suggestions gives further context round occasion success or failure.Quantitative occasion suggestions: Right here’s the place you’ll discover concrete numbers and analytics. Knowledge-driven outcomes are necessary as a result of they clearly present if a session or activation resonates with attendees or falls flat. For instance, quantitative metrics would possibly embody the variety of ticket gross sales, social media mentions, sponsor sales space visits, and ballot outcomes.
Why is the analysis course of necessary?
Occasion analysis and occasion administration go collectively like peanut butter and jelly. Why? As a result of while you consider occasion information, you may make tangible selections to enhance occasion administration sooner or later.
In flip, all stakeholders profit from the analysis course of. Whether or not you’re an occasion planner, occasion sponsor, or an attendee, right here’s the way you profit:
Organizer: Proactively measuring occasion success permits an occasion supervisor to see how outcomes stack up in opposition to their predetermined purpose. This permits them to not solely repeatedly enhance future conferences and occasions, but in addition strengthen sponsor relationships by demonstrating a constructive return on their funding. That’s particularly important on condition that sponsors are the first income supply for at the least 23% of occasion planners.Sponsor: It’s equally necessary for an occasion sponsor to acquire tangible information exhibiting if the occasion was value their money and time. Whether or not they intention to extend model consciousness or have interaction their audience, onerous occasion information helps them justify future sponsorships.Visitor: The purpose of occasion analysis is to create a greater, extra fascinating visitor expertise. Attendees naturally profit from this association, because the occasion planner tailors content material to satisfy their particular pursuits and wishes.
The right way to consider an occasion
Undecided the place to start? We’re right here to assist. Let’s take a look at the analysis course of from begin to end.
1. Set up SMART targets and KPIs
Setting a purpose (often a number of targets) is crucial as a result of it defines the way you’ll measure occasion success. When planning your occasion targets, it’s finest to observe the SMART methodology:
S — Particular: The purpose needs to be particular to be efficient. Ask your self what you intention to perform and the particular steps wanted to satisfy your targets.M — Measurable: Aims must also be quantifiable. This makes it simpler to trace progress and know while you hit the mark.A — Achievable: Is the purpose truly attainable? Consider this as placing your imaginative and prescient into perspective to make sure it’s truly practical.R — Related: Does the purpose align together with your organizational targets? Does it push your small business ahead?T — Time-bound: All occasion targets want a deadline so you possibly can successfully measure success.
Objectives could differ relying on occasion sort, format, and audience. For instance, 94% of B2B occasion organizers use “pipeline generated” as their key success metric. Then again, 85% of entrepreneurs take into account attendee satisfaction their most necessary purpose. In the end, all that issues is your SMART targets fit your needs and your particular enterprise wants.
2. Measure occasion success
Now that you understand what you’re aiming for, it’s time to trace your progress. Bear in mind, occasion analysis occurs in any respect phases of the occasion administration lifecycle, so the next steps can happen earlier than, throughout, or after the occasion (relying on the exercise).
Solicit attendee suggestions: Conduct an occasion survey of your audience, asking particular questions on occasion content material, networking alternatives, and extra. As an example, a pre-event survey is nice for gauging expectations, whereas post-event surveys assess whether or not the occasion lived as much as their expectations.Full occasion workers exit surveys: An exit survey is an analysis kind your workers members fill out after the present wraps. That is an efficient option to establish crew ache factors, frustrations, or something which may’ve difficult occasion manufacturing.Monitor social media: Hold an ear to the bottom and search for social media exercise that mentions your occasion. In case your occasion is a success, likelihood is your attendees will rave about it on-line. Sadly, the identical could be true in the event that they really feel the alternative. Both approach, understanding the complete story and understanding the dialog proves key.Quantify income: With occasion prices 25% larger than in 2019, it’s necessary to get an correct learn on revenue/loss. Whether or not or not it’s ticket gross sales or different income streams, evaluate your monetary statements and quantify their impression on the underside line—each for you and your sponsor.Evaluate registrations to check-ins: That stated, ticket gross sales aren’t the end-all, be-all. You might have bought tickets to registrants who by no means truly confirmed as much as the occasion, which might sign a weak point in your promotional technique.
In search of extra details about occasion surveys? Take a look at our occasion survey playbook for all of the questions it is advisable to ask earlier than, throughout, and after your subsequent occasion.
3. Evaluate occasion suggestions and report your outcomes
Take time to evaluate your quantitative and qualitative information, ensuring to finish a good and goal analysis of the outcomes. As soon as full, compile your insights right into a report and share it together with your stakeholders and sponsors.
Ideally, the report needs to be concise, with simply the necessary information that illustrates the worth of the occasion. Usually, there are eight sections to incorporate:
Government abstract: Was the occasion profitable or not?Objectives and targets: What was the aim of the occasion?Return on funding: Was the occasion a monetary success?Return on targets: Did the occasion meet different expectations, like media publicity or model consciousness?Occasion effectiveness: How did attendees really feel in regards to the occasion?Funds: How do bills examine to the unique price range?Areas of enchancment: What might you do otherwise at a future occasion?Conclusion: Was this occasion kind of profitable than earlier investments?
4. Make enhancements
All that’s left is to behave in your insights. Funnel suggestions into your occasion program and placed on a greater occasion subsequent time round.
Simplify analysis with Webex Occasions
The analysis course of solely works in case you have the precise instruments for the job. Sadly, occasion planners usually wrestle to gather information, collect suggestions, and show ROI to their companions.
Excellent news: There’s an answer for that. With an occasion administration platform like Webex Occasions, you possibly can seamlessly acquire insights at each stage of the occasion planning course of. From attendee satisfaction to speaker engagement and sponsor income, you’ll haven’t any bother appearing in your suggestions and bettering future occasion experiences.
Wish to see Webex Occasions in motion? Schedule your free customized demo of Webex Occasions at the moment.
