Learn how, as an event professional, you should be tracking and measuring the digital performance of your event.

1. Laying the Groundwork for Digital Success

2. Aleksander Levental
Co-Founder and CEO, Feathr
alekander@feathr.co
@alevental

3. Table of Contents
1. Introduction to web analytics
2. Event specific web metrics
• Analytics shmanalytics, what are we tracking, how, and why?
• Different vendors, different approaches
• Standard & ”Advanced” web analytics metrics
• What’s special about events
• Metrics and approaches only possible for events
3. Breaking ground on your digital foundation
• Being a ”digitally savvy” event
• What to track
• What to decide

4. Intro to Web Analytics
Analytics, Shmanalytics.

5. Your Event’s Digital Footprint

6. Your Event’s Digital Asset

7. Your Event’s Web Analytics

8. Data Captured via Web
Features per data point
• Time (of day and session length)
• User ID (unique)
• Site URL
• Site Referrer (E.g. Google, Blog, etc.)
• Geographic Location
• Platform (Android, iOS, Mac, Windows, Linux, etc.)
• Screen size (and browser size within)
• Mouse Location
• Event (Event Only)
• Campaign (Event Only)
• Partner [Sponsor / Exhibitor] (Event Only)

9. But Why?!

10. Different Vendors

11. Standard Metrics
Browsing Behavior
• Unique visitors
• Number of sessions
• Session length
• Active site paths
• Common platforms / browsers
• Common geographies
• Common referrers
Marketing Activity
• Total users engaged
• Views / opens
• Clicks / engagements
• Funnel metrics (conversions, click
throughs, view throughs)
• Channel performance

12. Advanced Metrics [Browsing]
Site Heatmaps
Shows most common mouse
positions as well as most
active click locations
Helps identify which parts of
your site/page people are
actually looking at and
interacting with.
For Events: Can validate and
improve website banner
sponsorships

13. Advanced Metrics [Browsing]
Geographic
Heatmaps
Shows most common
geographic locations for
tracked activity.
Helps identify where your
audience is coming from in the
real world (ultimately we all
live in the real world for now :-
P)
For Events: Can help provide
context for regional and
international events

14. Advanced Metrics [Marketing]
Retroactive
Segmentation
Allows marketer or analyst to
query their records based on
data they have already
collected and stored.
Helps marketers and analysts
target their activity and
research around the wealth of
data they’ve collected so far.
For Events: Allows large
events with multiple attendee,
delegate, exhibitor, and
sponsor categories to optimize
their activity

15. Advanced Metrics [Marketing]
Multi-touch
Attribution
Attempts to distribute credit
for marketing outcomes across
several channels
Done well, helps make
significantly more accurate the
impact and ROI of marketing
activity.
Is very difficult to implement
well.
For Events: Events have very
complicated multi-touch
marketing activity and
influences.

16. Event Specific Web Metrics
Your parents always told you that you were special.

17. What’s Special About Events?
How Events Differ
• Periodicity
Events happen at a specific time and
place, every 6 months, year, 2 years, etc.
• Refreshed Cycle & Data
New page, domain, registration site
• Two Way Business Model
Events don’t sell a single product or
produce a single piece of content.
Attendees -> Exhibitors -> Sponsors -> $

18. Logistic Function

19. Logistic Function

20. Uniqueness of Events
Predictable Growth means Measurable Change
No two events grow the same amount – but most of them grow the same
way
With a “complete” set of data, you can start to model predicted growth
With predicted growth, you can start to measure changes from normal

21. Advanced Example

22. Last Touch Attribution

23. FirstTouch Attribution

24. Equal Share Attribution

25. Multi Touch Attribution

26. “Event” Attribution

27. Event Specific Metrics
Browsing Behavior
• Active Event Audience (not unique visitors – filter by sessions, bounce rate)
• Audience Growth
• And compare against projections
• Audience Segments by Category
• Mobile vs Desktop
Marketing and Funnel Activity
• Net new audience (year over year)
• Time to registration
• Exhibitor Referrals
• Interpolated multi-touch (“event”) attribution

28. Breaking Ground on your Digital Foundation
Break out your shovels.

29. Getting Started – Step by
Step
1. Choose Analytics Platform
2. Setup Tracking (Place Pixels, Integrate API, etc.)
3. Create Segments and Audiences (Specific Events,
Categories, Exhibitors, etc.)
4. Track
5. Report and Review
6. Rinse and Repeat

30. Choose Vendors

31. Install Tracking

32. Setup Segments &
Audiences

33. Track (Even if it’s a Spreadsheet…)
Month Active
Audience
Total Audience Segment “1”
Size
Segment “2”
Size
Mobile %
January 10,000 10,000 5,000 1,000 36%
February 13,000 17,000 7,000 2,500 37%
March 8,500 3,100 45%
…
Total Total Number of
Audience
Members
Active Audience
at end of Event
Total Active
Users in
Segment 1
Total Active
Users in
Segment 2
Percentage of
Mobile Usage
for Entire Cycle

34. Review and Decide!

35. Event Digital Metrics Review
Browsing Behavior
• Event Audience Growth – What was the YOY growth in Total Audience? Behind, On, or
Ahead of pacing with show growth?
• Audience Segments by Category – How did my category segments compare to last year?
To expectations?
• Mobile vs Desktop – Am I crafting content appropriately? How many people are trying to
register via mobile?
Marketing and Funnel Activity
• Net new audience (year over year) – Leading indicator of growth. Start tracking and caring about this
YOY.
• Time to registration – Start tracking conversion funnel from day site is launched.
• Exhibitor Referrals – How many users and registrations came from Exhibitor referral activity?
• Interpolated multi-touch (“event”) attribution – Requires a little bit of help

36. Aleksander Levental
Co-Founder and CEO, Feathr
aleksander@feathr.co
@alevental
Questions?