Track these indirect metrics for powerful insights about your events

Successful event planners are historians. They continuously analyse the reasons for success and failures and avoid the same mistakes the next time. However, the smart event planner will make their analytics time and cost-efficient. He will know which metric to track to gain the most insight for the least amount of effort.

Of course, direct metrics like number of attendees, ticket sales, post-event feedback and press coverage are very helpful to gauge event success, but indirect metrics can reveal much more about event attendee behaviour and unlikely insights.

Which incentives and premiums worked and didn’t work: Check for ticket spikes when you have early bird promotions, last minute discounts, etc. Make sure that the incentives you promote brought in a significant spike in ticket sales! And were premium tickets more popular than cheap tickets?

The number of people you didn’t expect to come: This tells you how successful event marketing was. Besides investing in marketing to bring in a certain segment of people you had in mind, your marketing efforts doubled or even tripled as it brought in people for whom you had not paid for in terms of advertising to attend the event. ROI is higher.

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Competitors’ response: You can always rely on this metric to get a hint of event success. Imitation is the biggest compliment. Make sure you don’t give them the opportunity to stay dominant by planning event follow-ups and continuing to engage with the press

The number of people who came again: If you are planning an event again, the number of repeat event-attendees tells you a lot about the success of your previous event. Of course, this metric is limited because of the time lapse of receiving the information.

Organic social media activity and engagement: You can easily gauge genuine excitement for your event from the social media response. Number of shares reveal quality of content, number of likes reveal outreach of content, number of comments reveal level of engagement and personal resonance your event had (unless they are inflammatory complaints ><). Of course, this is contingent on your ability to organise a social media strategy and make it easy for people to share on social media.

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Marketing engagement: Knowing which marketing campaign was most successful in driving sales or had the highest level of engagement can help you ascertain what really interests your target event attendees. Your marketing investment can have greater non-monetary returns if you use it to understand your audience and plan a more relevant event.

To save time, using mobile event analytical tools can help you track real-time event data. This allows you to gather data on event goers’ behaviour so that you can pre-empt them and make necessary logistical and organisational changes for the next event.

Here are some hard metrics that will come in handy for planning smoother events in the future:

  • When are most people arriving?
  • Do they prefer lingering outside or do they look for seats?
  • Preferred transportation mode
  • Crowd movement, where do the queues form?
  • Level of engagement

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Planning a big event in Singapore? Check out Eventnook’s services for complex and large-scale events: 

Event Management Software company, EventNook is an online event registration & ticketing platform where organisers can set up and customise their very own event page. Through it, organisers can collect attendees’ information and their payment using a real-time dashboard. Features such as Automated Email Confirmation and QR Code Check-In make the job of event organisers much easier and more efficient. Recently, EventNook launched an Event Venues Directory which provides information on more than 5,000 venues in Singapore, Thailand, Malaysia, Myanmar and Hong Kong, making one of the best places on the web to look for venues in South East Asia.

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