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5 Key Performance Indicators to Measure Event Success

Planning an event doesn’t end with the event itself. Instead, it is after the event that you are able to assess its effectiveness, and reap the benefits. These metrics should be determined during the planning phase to facilitate convenient analysis post-event. The goals of every event may differ from one another, so consider what the event strives to achieve. Whether it is sales, publicity, or branding, set your Key Performance Indicators (KPI) such that you are able to measure them in figures. Here are 5 examples of general KPI that you can utilize in measuring the success of your event:

Social media engagement

Social media engagement as a KPI

Social media engagement as a KPI / Source

Social media is a great platform for communicating to the public, giving your brand a personality, and raising publicity for the event. Hence, social media engagement is a good indicator of brand awareness and customer sentiments towards the brand. Creating a hash tag for your event is a great way to track mentions and comments. While it may be difficult to assess sentiments due to its qualitative nature, you may derive figures from the increase in followers, number of shares, mentions, likes, and views.

Actual day attendance

global network night ie singapore 2015 gevme

A high interest level in your event does not equate to outstanding ticket sales, and the number of actual day attendees will differ greatly, especially for free events. Attendance is a good gauge to evaluate the success of every event, as attendees are vital components.

gevme real-time analytics attendee check-in

With real-time analytics and data capture points in GEVME, you are able to monitor the actual turn out rate at your events – live. Compare the number of people you reached out to and the number of people who expressed interest to assess the effectiveness of your pre-event marketing. Differentiating the number of people who registered and the quantity of attendees that showed up during the event can also measure your success in drawing the crowd. In the long term, track the progress of your number of attendees for recurring events in order to establish realistic goals.

Attendee satisfaction

A digital survey for gathering attendee feedback

A digital survey for gathering attendee feedback / Source

Event success also relies heavily on attendee experience. A positive experience helps elevate your brand personality and awareness, and encourages your attendees to return for future events.

gevme survey setup questions

Measure your attendee’s satisfaction with a survey sent via a cloud solution after the event. Keep the questions short and specific for the convenience of your attendees, and make sure you are able to gather quantitative results from the questions. Yes or no questions or asking attendees to rate their satisfaction for different components of the event will allow you gather comparable figures.

Monetary returns

Sales figures are tangible indicators of event success

Sales figures are tangible indicators of event success / Source

If the goal of your event is to generate monetary outcomes, sales numbers during your event and in the weeks following the event will be a good indication of your success in promoting your products or services. You can also measure your event success through monitoring your customers and the conversion of sales leads generated from the event. Did majority of the sales come from repeat customers or new consumers who made their purchase after attending your event?

Press and media coverage

Press and media coverage are extremely helpful in boosting brand awareness

The amount of media coverage can indicate the success of your event’s publicity / Source

Press and media coverage are valuable to every business, and positive reports, especially, helps build trust and knowledge about your brand and event. Whether is pre or post event, any coverage will help boost your brand recall in consumers’ minds, and increase sponsorship opportunities for future events. If one of your event goals is to raise brand awareness, the amount of press and media coverage can be a good indication of your event’s success. This includes any outlet from print and online to television and radio.

Measuring your event success after each event grants you the privilege for more accurate estimations for your future events, and allows for better planning in other to improve in your management. In order to facilitate your measurements, it is best to determine the goals of your event and establish your KPI accordingly. Subdividing each component of your event to measurable indicators helps you to achieve more specific measurements for your analysis. What are KPI that you use in measuring your event success? Let us know in the comments below!

GEVME is the fully integrated platform that makes your event lifecycle happy. With advanced apps for each event management process, the platform helps you craft a custom event toolkit. Request a DEMO to experience the automation of website development, online registration, onsite check-in and related services.

Latest comments

  • Thanks alot. I feel that indicators are the heart of measuring performance. I found this link helpful

  • It would be interesting to look at weekly usage trends, how those trends are changing and what those trends tell us about our customer base, but that assessment would probably be “information overload” in this post, so I’ll save that for another day.

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