“In God we trust. All others must bring data.” – W. Edwards Deming, statistician, professor, author, lecturer and consultant.
Here at USA Expo, we love this quote, because it really sums up how every event marketer should approach post-event measurement: with data. The leadership in your company doesn’t want to hear about how the event was successful because you felt great leaving the venue, they want solid numbers and data to back it up.
Trust us, having plenty of data is only going to help – you can discover correct attribution for unrealized sales, help prove ROI and increase your future budgets. But it can be difficult to decide where to start – what data is just numbers and what actually matters. We’re here to help! Check out our five pieces of data to analyze for your event marketing program.
- Email Marketing Results. Are you taking advantage of email? Hint: you should be. Email creates a multi-touch campaign and allows you to engage with event attendees before, during and after an event. As an exhibitor at a trade show, the show will often provide you with a list of registered attendees. As an exhibitor at a consumer show, inquire about the different ways you can become involved in the show's email blasts. Email campaigns are a wealth of analytic information. Some important pieces of data to keep a close eye on include:
- Open rate
- Click through rate
- Click to open rate
- Activation Costs. Every event marketer knows that activation costs can add up – quickly. Sometimes, it’s inevitable – you may have to pay an additional freight cost to get your booth materials to the event on time. But post-event, be sure to look back at all the costs incurred. By taking a critical look at activation costs, you may find areas to improve in the following year. It can also help ensure an accurate cost per lead.
- Sales. The ROI of your event on day 1 post-event will likely be different than on day 90, because most consumers may not be purchasing your products or services until much later. It’s important to keep a close eye on sales attribution to not only have an accurate ROI, but to get credit for sales where it’s due!
- Booth Visits, Event Attendance and SQL. Sure, there may have been 100,000 event attendees, but chances are not every single one of them walked by your booth, let alone engaged with your brand. It’s important to analyze not only event data but booth visits, resulting SQLs and the addressable market post-event. Knowing how many resulting leads you got from the actual number of booth visits is a much better – and a much more accurate - statistic than when comparing it to event attendance.
Additionally, knowing booth visits and addressable market can help you make booth location decisions. You may find that your booth location didn’t result in a large audience this year – an easy fix you can change in the future!
- Mobile App or Website Data. This is a great way to see if your efforts have driven event attendees to utilize your brand’s mobile app, event landing page or website data. Post-event, log into your analytics channel and look at website or app traffic. Hopefully you’ll see a spike in users or sessions. Additionally, analyze organic or paid search terms that are driving traffic to your website around the event time – you could reveal search terms you weren’t aware of. Use those search terms to create new content on your website, potentially new sales collateral and train your brand ambassadors!