3 Possible Problems with Your Event Marketing Metrics

This post was originally published on Attend by Event Farm's blog and was written by Garrett Huddy. 

In today’s data-driven marketing world, wouldn’t it seem crazy to devote the largest portion of your marketing budget to the channel that you're most poorly measuring? As strange as it is, that's what is often happening with events. While event marketing campaigns continue to dominate marketing budgets, event success and ROI are still measured poorly, if at all. The problem isn't with events, but the metrics we use to determine event success.

Here are three of the biggest problem with event metrics and how to fix them:

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  Written by Lauren Taylor on 1/25/17 2:14 PM

Proving Event ROI: How To Start Thinking About Your Event Data

There's a great paradox that exists in the event marketing industry as marketing of all types continues to move in a digital direction. Although much of what we do takes place online, in-person events and face-to-face contact are the best ways to build meaningful relationships and close new business deals. In fact, per this article, both B2B and B2C marketers cite in-person events as one of their most effective content marketing channels.

However, event marketers frequently express or operate under the assumption that it's very difficult (or even nearly impossible) to measure the success of your event due to factors like long sales cycles, multiple prospect and customer touchpoints and more. The good news is that there are a lot of tools and practices that are becoming more commonplace to help you collect and measure event data so you can figure out if your event was successful or not.

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  Written by Brian Pesin on 7/23/15 7:30 AM

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