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HOW TO CREATE A DATA- DRIVEN EVENT STRATEGY
Event feedback specialists Explori reveal the logical steps to understanding metrics
Two-thirds of event professionals say using metrics to effectively measure performance is a key challenge they are facing , according to ICE research 1 . With the rise of virtual events , organisers have been exposed to a wealth of data on the attendee journey . How can you take that data and turn it into insights and , more importantly , how do you demonstrate your event ’ s impact on company objectives ?
Explori measures attendee experience for more than 3,000 events globally using post-event surveys . For more than nine years we have been helping organisers effectively use measurement to drive their event strategies . In this article , we will share with you The Event Feedback Loop .
It ’ s a simple five-step process we encourage our clients to use , to embed measurement in their event strategy .
The five steps of the Event Feedback Loop are gathering measurement data , analysis and reporting , communicating findings , agreeing upon a strategy , and then executing that strategy .
Setting impact objectives
Before you begin measuring , it is important to ensure the right objectives have been set in place . To start , outline the overall company objective the event is impacting . For example , an employee recognition event might be attributed to an overall company objective to increase staff retention by 4 %.
Once you have pinpointed the company objective , build out your event-specific cognitive , sentiment , and behavioural objectives . What do you want attendees to think , feel , and do as a result of your event ? Make these objectives measurable .
To find examples of Impact Objectives visit the resources section on the Explori website where you can download the Event Impact Playbook .
1 . Gather your measurement data
Post-event feedback is vital . Why did your attendees engage and what do
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Source : www . hs . ice-hub . biz / iceresearch-2020 www . conference-news . co . uk