Why Event Organizers Are Ditching Vanity Metrics—And Choosing These Metrics Instead

Why Event Organizers Are Ditching Vanity Metrics—And Choosing These Metrics Instead

Measurement & Analytics — Thu., May. 18, 2023

In the last three years, event success has shifted from quantity to quality, with event professionals now focusing on pipeline and measurable business impact over vanity metrics like registration. Attendance is the leading metric being tracked, with 33% of event organisers also monitoring engagement and 27% tracking pipeline. To be successful, events need to be connected to revenue and engagement data must be monitored to measure the value of events.

In-person events are returning with hotels indicating an increase in room reservations later in the pre-event timeline. To motivate registrants to attend virtual events, event professionals are developing tailored registration forms, communications, and content. To demonstrate event impact within an organisation's broader marketing strategy, engagement metrics are being embraced to improve event experiences and accelerate pipeline.

Data-led event strategies are essential to measure success, with marketers focusing on pipeline generation, acceleration, engagement, customer revenue engaged, and customer revenue influenced. By using event data to build a business case for resources, event professionals can demonstrate the value of events and create better experiences for attendees.

... continue reading below
Sign up for free to read the full article.
Enter your email address to continue reading

Why Event Organizers Are Ditching Vanity Metrics—And Choosing These Metrics Instead

Don't worry ... it's FREE!

Already a member? Sign in now.

Related Articles

Why the New Cookieless Marketing Landscape Makes Closed-Loop Measurement So Important

Why the New Cookieless Marketing Landscape Makes Closed-Loop Measurement So Important

As third-party cookies crumble, how do marketers measure success? Explore how closed-loop measurement adapts to a cookieless future. Understand its impact on marketing measurement and discover its benefits. Read more.

The Advantages of Being a B2B 'Data Hero' Organization

The Advantages of Being a B2B 'Data Hero' Organization

Marketers who work for B2B organizations with complete and high-quality data are more likely to be satisfied with their lead scoring and to believe they will meet their marketing goals, according to recent research from Anteriad.

Five LinkedIn Ads Metrics You Should Be Tracking, But Probably Aren't (Yet)

Five LinkedIn Ads Metrics You Should Be Tracking, But Probably Aren't (Yet)

Uncover five LinkedIn Ads metrics crucial for B2B lead gen success. Enhance your LinkedIn strategy and drive better campaign results and ROI. Learn more.

Seven 'Smarketing' Metrics You Should Be Tracking to Align Marketing and Sales

Seven 'Smarketing' Metrics You Should Be Tracking to Align Marketing and Sales

Unlock the potential of your sales and marketing teams with key smarketing metrics. Discover how alignment can propel your business forward. Learn more now.

The Value of Every Single Customer: How to Calculate Customer Lifetime Value

The Value of Every Single Customer: How to Calculate Customer Lifetime Value

Key business metrics are there to tell you how well you're meeting customers' expectations and gaining conversions. One of the most important metrics to measure is customer lifetime value (CLV). See why it matters and how to calculate it.

Three Data-Led Content Marketing Predictions for 2024

Three Data-Led Content Marketing Predictions for 2024

In the current environment, the pressure is on all marketers to produce results. Here are three predictions for how the coming year's standout content marketing performers will use data to their advantage.

Subscribe to the MarketingProfs Today newsletter