
5 DO’s and DON’Ts of Effective Event Measurement
Effective event measurement is about understanding what drives business value – and collecting reliable data to objectively deliver that value. Consider t...
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Lisette Sheehan
VP, Measurement
You know your brand needs data to make smart decisions about trade show participation. 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 trade show effectiveness against objectives and industry benchmarks, as well as a roadmap for continuous improvement.
With EventScore, we measure and quantify trade show success in the following areas:
Additional measurement capabilities include:
Live Experiences
Virtual Experiences
Trade show 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.
If you can’t answer the question, “So What?” your trade show metrics aren’t informed by a business value. A comprehensive and meaningful trade show measurement framework evaluates the impact of a show on pipeline opportunity, brand affinity and relationship strength, as well as the overall quality of the trade show experience.
Effective trade show measurement isn’t about the amount of data you collect. It’s about understanding what drives business value.
Effective event measurement is about understanding what drives business value – and collecting reliable data to objectively deliver that value. Consider t...
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How do you effectively measure event ROI and ROO? I hear from so many marketers that this is the one question they dread the most. And of course, even tho...
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How do you go from setting your event objectives to getting something useful out of your data? A well-defined event measurement process can help. Define G...
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We understand that every company is unique and that your program might have a set of distinct objectives that are unlike any other business. That said, we ...
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