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Measure it, Manage it
Can you really measure an event's effectiveness? You bet. Here are the measurement strategies, resources, and tools you'll need.
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Online articles |
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The Myth of Customer Loyalty
Customer loyalty is an overrated customer-prioritization metric. Instead, use this profitability-based metric to develop targeted event-marketing strategies for customers that really count.
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Three Problems, One Solution: Attendee Surveillance
Three organizations — a hockey team, a software giant, and the United States Army —decide that when it comes to events, they like to watch.
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Second Opinion — Attendee Surveys
My company conducts an attendee survey at its annual client event, but our response rate is stuck at around 15 percent year after year. What can we do to increase participation?
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Article Library (PDFs)
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The Five Key Metrics of Event Marketing
There are five metrics that every event marketer must master. Get your head around them to give your program reports the meat that matters to executive management.
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Is There a Doctor in the House?
To diagnose what was stunting its attendance growth, the American Academy of Family Physicians applies a popular retail-research strategy to its national event, dissecting every conference element to find the right treatment plan.
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The New Metric That Matters
A new study reveals that marketers are focused on the wrong metrics. The new measure of marketing effectiveness finally places customers at the center of the marketers' universe.
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Connecting Events to Customer Profitability
Connecting your events to five key customer metrics gives your executives the customer information they need, while proving events' profit-growing power.
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Second Opinion: Making a Business Case for Events
How can you measure and prove the value of your event? Three event-marketing experts weigh in.
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Extreme Marketing
Does your marketing suck? According to author and consultant Mark Stevens, it's highly likely – if your event doesn't generate more revenue it costs to produce.
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Metrics, ROI, and Videotape
Which components of your event contribute to its overall success? Six Sigma black belt Martin Smith explains event measurement techniques that take the guesswork out of marketing metrics and enable real-time event improvement.
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Event Measurement: Reliability vs. Validity
Companies are spending more and more money to measure the impact of corporate events on their customers. But how valid are the results?
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The New Voice of the Customer
Most companies don't know that traditional customer inputs can undermine success, growth, and innovation. If you want to ensure success at your next corporate event, it's time to think differently about what your customers want.
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Measuring the Value of Customers
The main purpose of events is to build and strengthen customer relationships. But how do you quantify the value this brings to your company? Dr. Martha Rogers explains a revolutionary new metric to help marketers measure the value of customers.
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Customer-Driven Event Marketing
To create successful events that drive revenue, a company must first aggregate its customers based on their behavior in the marketplace.
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HP's Event-Measurement Imperative
Rob Aston, manager of corporate event marketing for Hewlett-Packard Development Co., discusses the company's event-measurement strategies.
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