1.
Why do
we host
events?

2.
Why do
we host
events?
To Create Business Value
• Sales leads
• Closed won sales
• Brand awareness
• Customer loyalty
• Partner ecosystem

3.
How Do We Prove We Did That?
The cookies were
AMAAAAZING!!!
5 STARS!

4.
Don’t Run From the Data—Use it to empower your
decisions and the value of your event!

5.
Take it Back
to the Basics

6.
Starting your Event Metrics Overview
Step 1: Define your why
Step 2: Define the template ahead of time
Step 3: When and What to Measure
Step 4: Shout your success from the rooftops
(and where you're going to improve too)

7.
Step 1: What
Are your event
goals?

8.
What are
your event
goals?
• What does success look like?
• For yourself
• For your stakeholders
• What are your audience groups?
• What do they want to know?

9.
Measure What Matters
Sales
Marketing
Product
Executives

10.
Measure What Matters: Sales
• Shorten days to close
• Increase contract value
• Better email follow-up

11.
Measure What Matters: Marketing
• Curate better content
• Craft better field
experiences
• Create conversations to
opps

12.
Measure What Matters: Product
• What was most interesting
to users by audience
• What worked
• What didn’t work
• Areas for improvement

13.
Measure What Matters: Executives
• Direction is successful
• Community is thriving and
growing

14.
Step 2: Start
With the End

15.
Start with
the end
• Create your metrics template
• Top 10 metrics each aligned
to business goal
• Data Source for each metric
• What teams need that data
and when
• Story Telling

16.
Post-Event Detail/Operational Scorecard
Metric
Overall
Target
Metrics
Source
Actual
Results
Change
Send
data to:
Contract values and
number signed onsite
200
Sales &
Marketing
Platform
237 +37 Sales
Meetings held onsite
with executives
120 Hubb 133 +13 Marketing
Days to close after
the event
25 days
Sales &
Marketing
Platform
31 days +6 days Sales
EVENT OBJECTIVE: Move sales pipeline forward with larger & faster closing contracts

17.
Step 3: When &
What
to Measure

18.
When to measure
• Before, During and After.
• But it's the timing and
volume that matters…
• Measure what matters
(again)

19.
When to measure
Before
Virtual Event
During
Event
After
Event
Registration
Attendee
Surveys
Social Media
Engagement
Perceptive
Survey
Attendee
Evaluations
UserID
Tracking
Attendee
Surveys
Sponsor &
Speaker Survey
Perception
UserID
Tracking

20.
What to
Measure?
• Why do people attend?
• Value drivers YoY
• Sales
• Engagement

21.
What are important metrics?
• Perception Shift
• Engagement Score
• Search Results
• Evaluation Results

22.
Why measure
Engagement?
• Engagement is the value driver
• It’s the magic of events
• It greatly affects perception

23.
Engagement Metrics
• # of Meetings by Type
• # of times visited the Community
• # of searches completed
• # of evaluations completed
• # of Chats
• # and Hours of Video Content Consumed
• # of times logged in
• # of pages viewed
• # of resources downloaded
• # of Sponsor Interactions
• # of Live Sessions

24.
Tips and Tricks to get data from attendees
• Make the default opting-in to
share data at registration
• When is the best time to get
evaluations
• Customer advisory board

25.
Step 4: Shout it
From the
Rooftops

26.
Shout it from the rooftops
• Make it visual
• KISS (one/two slides)
• Make it timely
• Check back in later

27.
TOP 10 SESSIONS BY VIEWS
# views
Event Dashboard Sample
TOTAL ATTENDEES # of Attendees
Objective 1
Objective 2
Objective 3
1
2
64
3
x%
x%
x%
GEOGRAPHY
United States
Western Europe
Canada
7
8
9 ATTENDEE ENGAGEMENT
VIP PROGRAM # of Attendees
TARGET MIX
Enterprise, x% Small-Medium, x%
COMPANY SIZE MIX
$xM Opportunity revenue
X DIAMOND
X PLATINUM
X GOLD
X SILVER Exhibitors, y#
Sponsors, x#
TOP 4 SPEAKERS
X %
of target
TRACK # of Logins
Total Videos
Watched
Total Hrs
Consumed
Evaluations
Submitted
Avg Time
Logged In
Avg # of
Chat
Messages
Executive 450 732 X X X X
Education 672 1805 X X X X
Sales 1310 3078 X X X X
Marketing 1643 2147 X X X X
Tech 1219 5004 X X X X
5 TOP 3 PRIMARY
OBJECTIVES

28.
How to communicate your success to stakeholders
• Show your sponsors what they want
• Make it visual
• Make it timely
• Check back in later

29.
LEADS BY JOB ROLE
Sponsor Dashboard Sample
TOTAL LEADS # of Leads
Objective 1
Objective 2
Objective 3
1
2
4
3
x%
x%
x%
GEOGRAPHY
United States
Western Europe
Canada
6
7 ENGAGEMENT BY TRACK
TOTAL BOOTH VISITS # of Booth Visits
Downloaded No Download
CONTENT DOWNLOADS VS. VISITS
X %
of target
TRACK # of Visits
Time Spent
in Booth
Content
Downloaded
Meeting
Requests
Sponsored
Session
Visits
Avg # of
Chat
Messages
Executive X X X X X X
Education X X X X X X
Sales X X X X X X
Marketing X X X X X X
Tech X X X X X X
5 TOP 3 PRIMARY
OBJECTIVES

30.
Our Next Webinar!

31.
Q&A
Allie Magyar
Founder & CEO
Hubb
Next Webinar: ​
Virtual & Hybrid Event
Sponsorship – October 7th