Association Event Network September 2018 | Page 14

14
Metrics
September 2018
10 KPIs for measuring
attendee satisfaction
Stephen Kim, content marketing strategist at Bizzabo, shares the following tips
on which KPIs are most helpful when capturing attendee satisfaction.
Any sound event strategy will consist of
multiple methods for maximising attendee
satisfaction. After all, the main objective of any
event is to delight those who chose to attend.
However, measuring this aspect of the event
can get tricky.
It’s important to understand attendee
satisfaction as a quantifi able metric as opposed
to a strictly qualitative variable. Additionally,
it’s important to remember that attendee
engagement and satisfaction are closely linked.
Th e degrees to which attendees are engaged
during your event will be a clear indicator
of their overall satisfaction level with the
experience.
Keep in mind that attendee engagement
and attendee satisfaction are not the same
thing. Rather, the former helps to inform the
latter. Th e key diff erence is that engagement
KPIs help to contextualise overall attendee
satisfaction, creating a more robust and
insightful post-event analysis.
Featuring metrics that overlap both attendee
engagement and satisfaction, here are 10
KPIs to help you better measure attendee
satisfaction:
1) Repeat registrations
Remember that attendee satisfaction does not
have to be isolated per event. One of the most
important ways an individual can show delight
for your event is by being a repeat attendee.
Keep close track of all individuals who
have come to your event for a second or even
third time. Having a signifi cant subset of loyal
attendees is the base you’ll need to build a
strong event audience.
In fact, you should always have a specifi c
marketing strategy reserved for individuals
“The main objective of any event is to
delight those who at