Top 5 Trends In Technology And Measurement
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Top 5 Trends In Technology And Measurement

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Top 5 Trends In Technology And Measurement Presentation Transcript

  • 1. Uncovering the Top 5 Technology Trends in Measurement for Meetings and Conferences Today Presented by Roger Lewis
  • 2. About the Speaker Roger Lewis •  Executive Vice President •  17 years of industry experience •  Cajun •  Background in Technology & Metrics •  Featured Inc. 500 and Forbes •  rlewis@alliancetech.com
  • 3. Introduction to Measurement WHAT IS IT? “the process of quantifying”
  • 4. Today’s Do’er is Tomorrow’s Unemployed because if you’re doing what you’re told, you are not doing your job. - Allen Reichard Tactical Abyss
  • 5. The Anatomy of an Event Vendor Surveys Hotels Management Registration/ Badging Attendee Tracking Content / Lead Agenda Capture Exhibit Floor Venue Sponsorships Management
  • 6. Value of Measurement The real value of event metrics is two fold: 1. To demonstrate YOUR over-all value to the organization. 2. To demonstrate the EVENT’S over-all value to the organization
  • 7. 2 big faux pas
  • 8. E Measuring Value 1: Define clear, measureable objectives that produce value. 7: Communicate 2: Identify the results and most effective recommendations way to measure both up and each objective. down. 6: Review results, 3: Determine formulate success range recommendations. and value. 5: Collect and 4: Obtain tools, analyze event technology, data. expertise to collect, analyze, identify, report.
  • 9. 1st Rule of Metrics Establish clear objectives (Relate objectives to company bottom line wherever possible)
  • 10. 2nd Rule of Metrics Event Type guides objectives & goals
  • 11. Types of Events •  Sales •  CPE / Training •  User conferences •  Partner conferences •  Executive •  Product launches •  Road shows •  Exhibit at Tradeshows
  • 12. Common User Conference Objectives •  Educate & Increase User knowledge •  Grow Event and User Community •  Maintain or Increase attendee satisfaction •  Build Brand Loyalty & reinforce Brand Image •  Grow Account Revenue
  • 13. 3rd Rule of Metrics Determine success ranges
  • 14. 4th Rule of Metrics Determine the most effective way(s) to measure each objective
  • 15. Top 5 Trends in Technology for Measurement
  • 16. #1 One consistent lead management solution
  • 17. Consistent solutions •  One solution for all meetings & events •  Consistent qualification survey •  Enhanced lead generation •  Consistent measurement
  • 18. #2 Event to Event Metrics
  • 19. Consistent set of metrics to compare event to event •  Qualification Surveys •  Leads •  Cost per lead •  Sales conversions •  Identify your most valuable events
  • 20. Sample Executive Dashboard
  • 21. #3 – The Green Transformation
  • 22. Electronic Data (The Green Transformation) •  Meeting Agenda •  Real-time electronic surveys •  Speaker / Session Surveys •  Conference Evaluations •  Polling •  Mobile Solutions
  • 23. Real-Time Survey Dashboard
  • 24. Profiles of Attendees
  • 25. #4 Social Media
  • 26. What is it? Online technologies and practices that people use to share opinions, insights, experiences whereabouts and perspectives with each other. MPI WEC #WEC09
  • 27. Why is it important? Networking – #2 reason attendee come to an events Objectives •  Grow user community •  Build brand loyalty •  Increase user knowledge
  • 28. Twitter and measurement…
  • 29. Attendee Interaction miXray
  • 30. #5 Marketing Intelligence
  • 31. What is Marketing Intelligence? The mining of disparate data sources to determine how these relate to the overall purchasing decision process Sample types of data: •  Lead •  Surveys •  Attendee interest & preference (#1 Indicator for purchase intent – RFID)
  • 32. Why is it Important? •  Enhance event performance & ROI •  Understand what is important to your audience •  Obtain additional qualified leads •  Number 1 Indicator of purchase intent •  Increase revenue
  • 33. RFID Technology
  • 34. Data Visualization
  • 35. Top 5 Trends in Technology for Measurement 1)  One Consistent Lead Mgmt. Solution 2)  Event to Event Metrics 3)  The Green Transformation (electronic data) 4)  Social Media 5)  Marketing Intelligence
  • 36. Measurement – Goals and Tools User Group Event
  • 37. Ways to Increase ROI and Revenue Clearly understand event objectives & value to the organization •  Real-time Information •  Visual mapping & behavioral analytics •  Marketing Intelligence •  Score cards
  • 38. Sample -‘Executive Report Card’ Simplified executive-level event reporting and performance overview EVENT: ____________________ DATE: __ / __ /____ OWNER: _________________ GREEN = Exceeded Goal BLACK = Met Goal RED = Missed Goal SUCCESS FACTORS MODEL AVG. GOAL ACTUAL GRADE VALUATION Product-Level Meetings 8 10 12 COST AVOIDANCE Executive-Level Meetings Leads Collection N/A 0 250 2 1000 1 1250 B $12,000 Article Coverage 125 125 155 THOUGHT LEADERSHIP Press Briefings Speaking / Keynotes N/A 30 2/0 30 2/0 35 2/0 A- $175,000 Product Demonstrations 20 20 15 PROMOTIONAL EFFORTS Partner Involvement Promotional Impressions N/A 5 100K 5 100K 2 75K C $18,750 $100 $155 $125 Exhibition Spend $150K BUDGET Public Relations Spend Promotional Spend K $50K K $25K K $75K $100K $50K C -$300,000 $40K $25K $40K Exhibit Staff 5 5 5 4 STAFFING Meeting Staff Other Attendees 3 2 2 10 4 10 6 20 C- -$50,000
  • 39. Summary 1)  Understand your business 2)  Understand your value to the organization 3)  Understand metrics for success 4)  Top 5 Technology Trends in Measurement are: •  Consistent Lead solution, event to vent metrics, going green, Social Media, & Marketing Intelligence
  • 40. THANK YOU!! Roger Lewis rlewis@alliancetech.com 512.320.5775