We’re an era drowned in data, content, and technology. Event data falls right in the center of these crucial success metrics. Your event content and event technology are fairly easy to grasp but the data analysis, measurement, and integration are highly recommended for achieving the event’s success. Remember, data mismanagement can lead to a chaotic event day and turn into one of your worst nightmares.
Whether you’re a fully seasoned event planner or a newbie, here are a few event data indicators that will help you measure your success
1. Attendee Feedback
Feedback as an event data is one of the most overlooked aspects of the event industry. You must collect attendee feedback and suggestions after the event is done because no event is potentially the last event marketed or managed by you.
Pre-event feedback gathering with our Surveys & Questionnaires Features also helps you improve your day-to-day event management and turns your event into an experience most wanted by your attendees.
2. Invitation Response
You’ve locked down on your feedback and have planned to organize the merriest Christmas party that your town has ever witnessed. However, you need to track the responses to your Christmas invitation to be able to further narrow down the total number of expected attendees.
Chances are that you will be relying heavily on our email marketing integration for broadcasting invitations, so ensure that your event marketing team is closely aligned to the click-through rate (CTR), open rate, and bounce rate which are helpful in gauging the effectiveness of your campaign. A few other forms of broadcasting can be through your social media, customer support, or community forums.
Pro-Tip: Along with a few email hygiene guidelines, don’t forget to check out these 6 Email Marketing Metrics You Should Be Tracking.
3. Digital Impact
Understanding the target audience of your event and how they are targeted through digital marketing is critical. Without a target audience, you’re floating in space with no destination. Although email marketing as an organic form of event marketing is much-preferred, keep tracking and updating your social media ads and sponsored posts for high impact among the target audience.
The digital impact is also felt during the post-event phase which we’ve covered in our point 5 below.
4. The Event Turnout Ratio
Can be considered a vanity metric of sorts, the event turnout can be either too overwhelming or downright disappointing. Nonetheless, a key data indicator for your event success is the event turnout ratio. Based on who turns up at your event or who doesn’t turn up, can help you strategize your upcoming ones better.
Keep track of the demographics that turn up to your events and their ratio turnout:
- Male or Female
- Male to Female ratio
- Children / Teenagers
- Young kids with parents
5. Post Event Response
Cheer, joy, sadness, shock, happiness, surprise, or anticipation are just a few handfuls of emotions your event success can be judged upon. Are your event attendees looking forward to your upcoming batch of shows or is your brand of events simply not their cup of tea?
Through your social media channels, you’ll be able to gauge these responses and feelings accurately. If they start asking for their money back, you’re in some muddy waters but if they start acting as your brand advocates, consider yourself an ace event organizer.
6. Event Conversions Data
The ratio of the total target event audience and the conversation ratio are key metrics to keep a keen eye on. Event sales is a definitive factor for measuring event success but your event conversions could be in the form of registrations, premium services, product sign-ups, sponsorship satisfaction, and other VIP services that earn you over and above your event revenue targets.
Of course, once you’ve signed up with us, you can access your pocket event sales tracker – YapStats and forget about missing out on event data that really matters. However, your event success is closely related to the event data that you make the best use of.
We hope these tips help you keep a close watch on your preferred data metrics. For more event-related insights and tips, don’t forget to subscribe to the Yapsody blog.