The document discusses ROI (return on investment) methodology for event planning. It emphasizes that ROI is a tool, not a magic solution. It outlines five levels that should be measured to evaluate an event: satisfaction, learning, implementation, impact, and ROI. Specifically, it recommends measuring these levels before and after the event through surveys, interviews and other data collection. The goal is to clearly define objectives and collect reliable data to accurately measure the event's effectiveness and impact.