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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Measurement
Creative
Digital/Virtual
Fabrication
Management
International
Program Management
Strategy
We offer an industry-leading approach to trade show measurement.
Lisette Sheehan
VP, Measurement
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The Complete Trade Show Measurement System
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:
- 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
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.
Metrics Informed by Business Values
Measurement Framework
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.
Event Marketer Magazine: A Digital Class on Metrics that Matter
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The 4 Key Metrics that Matter
Get a Quick Overview
Effective trade show measurement isn’t about the amount of data you collect. It’s about understanding what drives business value.
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