Event Measurement Fundamentals: Installment 4 - The Measurement Process
The process of event measurement can be quite detailed. It is an important practice to gauge the success of events and the efficacy of your marketing programs. Below, we offer a high-level explanation of the steps required.
Step 1: Setting objectives
Critical to effective measurement is beginning with clear, measurable objectives. The EMMC suggests three common objectives which are foundational to any event:
Change perceptions: what do you need people to think about the brand/product/event as a result of attending your event?
Change behaviors: what should people do as a result of participating in the experience?
Deliver value: how can the event deliver value to attendees?
Step 2: Develop measurement tools
Build your framework, establishing which techniques will be used to gather data and which objectives they map back to. This may include tools that track what people do before, during and after an event. Survey questions should be developed, along with when, how, and of whom those questions will be asked. The EMMC recommends two core questions asked consistently across events:
Rate the value received for your time spent attending this event/brand activation. Use a scale from 1 to 5, where 5 is extremely valuable and 1 is not at all valuable.
Which of the following are you more likely to do as a result of your experience? Select all that apply. (Options should be provided that connect to business needs, for example, ‘purchase additional products from the company’)
Step 3: Data collection
As event communications begin and as the event itself happens, your team will now use the defined tools to collect data. Go through the data collection process on your own prior to actively gathering data for the event to test how information is coming into your tools. Testing will assure you are set-up for success when the event comes around. Where possible, data should be assessed as it is gathered to determine if changes need to be made at the event to optimize results. Make sure you comply with all data privacy rules when moving and storing data. The EMMC recommends surveys be anonymous.
Step 4: Analysis
Once data has been collected, it needs to be analyzed. Raw data is fine, but it is much easier to work with when analyzed by data tools and/or people. At this step, data is often turned into charts and graphs -- visual representations which make data digestible. When possible, event results should include comparisons to established baseline (starting point) or benchmark (average score used to compare results against) data. Determine if your event achieved the objectives you set forth in Step 1.
Step 5: Reporting
Effective event measurement reports do more than just display data visualizations. They offer additional insight by marketers to explain what the data is showcasing (the “why” behind the results), if objectives were achieved, and the “so what” which lead to recommendations.
We hope this material was helpful. If you have questions or comments, reach out to the EMMC