The Complete Program Measurement System

You know your brand needs data to make smart decisions about event measurement. The question is—what kind of data? And what do you do with it? 


Our innovative measurement system, EventScore®, consists of a combination of quantitative and qualitative data measurement techniques that provide a comprehensive assessment of event effectiveness against objectives and industry benchmarks, as well as a roadmap for continuous improvement.


With EventScore, we measure and quantify success in the following areas:

  • Visitor Journey
  • Event Effectiveness
  • Event Impact
  • Goals and Objectives

Additional measurement capabilities include:


Live Experiences

  • Portfolio Analysis
  • EventScore
  • Metrics Setting
  • Social and Media Tracking
  • Visitor Activity
  • Sensor Tracking
  • Lead Planning, Consultation and Analysis
  • Actionable Recommendations


Virtual Experiences

  • Audience Tracking
  • Impressions, Engagements, and Dwell Time
  • Traffic Drivers
  • Behaviors and Actions 
  • Social Sentiment
  • Lead Planning, Consultation and Analysis
  • Actionable Recommendations


Why Measure?

Metrics that Matter

Marketers tend to measure what happened rather than why it matters. Number of leads and customer demos tend to dominate metrics discussion with no insight to what these performance indicators mean for business.

Metrics that Matter is Sparks’ trade show services measurement case study.
Metrics Informed by Business Values

Measurement Framework

If you can’t answer the question, “So What?” your event metrics aren’t informed by a business value. A comprehensive and meaningful measurement framework evaluates the impact of an event on pipeline opportunity, brand affinity and relationship strength, as well as the overall quality of the experience.

sparks measurement framework
The 4 Key Metrics that Matter

Get a Quick Overview

Effective measurement isn’t about the amount of data you collect. It’s about understanding what drives business value.

sparks measurement quick overview