How do you measure the value of your events for attendees and sponsors?

1 Define your objectives

Before you can measure the value of your events, you need to define what value means for you and your stakeholders. What are the main objectives of your events? What are the desired outcomes and benefits for your attendees and sponsors? How do you align your events with your brand and mission? By clarifying your objectives, you can identify the key performance indicators (KPIs) that will help you measure your progress and impact.

2 Choose your methods

There are many methods and tools you can use to measure the value of your events, depending on your objectives and KPIs. Some of the most common methods include surveys, feedback forms, polls, interviews, testimonials, social media analytics, web analytics, email marketing analytics, and event app analytics. You can use a combination of quantitative and qualitative methods to capture both the hard and soft data that reflect the value of your events.

3 Analyze your data

Once you have collected your data, you need to analyze it and interpret it in relation to your objectives and KPIs. You can use various software and platforms to organize, visualize, and compare your data, such as spreadsheets, dashboards, charts, graphs, and reports. You can also use statistical techniques and formulas to calculate the return on investment (ROI) and the return on objectives (ROO) of your events, based on the costs and benefits involved.

4 Communicate your results

The final step in measuring the value of your events is to communicate your results to your stakeholders, such as your attendees, sponsors, partners, team, and management. You can use different formats and channels to share your results, such as presentations, newsletters, blogs, social media posts, infographics, videos, and case studies. You can also use storytelling techniques and best practices to highlight your achievements, challenges, learnings, and recommendations for future events.

5 Improve your events

Measuring the value of your events is not a one-time activity, but a continuous process that can help you improve your events and increase your value proposition. By collecting and analyzing data, you can identify the strengths and weaknesses of your events, the opportunities and threats in your environment, and the needs and preferences of your attendees and sponsors. You can also use the feedback and insights you receive to optimize your event strategy, design, content, marketing, and engagement for your next events.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?