When you're hosting a live event, think of it as a real-time marketing channel. How do you know if a marketing effort is succeeding? The simplest way is to establish goals and then implement tracking of metrics to see if you're reaching those goals.
If you're ready to find out impactful information about your audience, you need to invest time in establishing a measurement system. Fortunately, there are tools within your event technology stack that help to collect plenty of relevant data. Here are the metrics that may matter for your event program.
1. Measure Registration Conversion Rates
When you're selecting your event technology, make sure that it can support your event from beginning to end. You should be able to handle registration, updates, reminders, and campaigns all on the same platform. Starting with registrations.
When someone visits your event website, does he or she actually end up registering for the event? You need to have a clear view of your event website's analytics such as:
- Page bounce rates
- Time on page
- Goal completions (like form submissions)
- Unique sessions, vs returning total sessions
Leverage built-in event app tools or online marketing solutions like Google Analytics to measure these core metrics. Make sure your event website is capable of adding your Google Analytics tracking tag so you can get all the insights you need.
2. Measure App Adoption Rates
Once someone has registered for your event, the next step is to encourage them to adopt the app. Ensuring that your event is a measurable success relies heavily on your attendees installing and using your event app. The higher the app adoption rate, the better the accuracy of your data when measuring key KPIs at your event.
You will want to be able to measure the app installation rate of your attendees and compare the number of people using the app to the number of attendees total to get a sense of your apps adoption rate. Run campaigns to increase adoption such as:
- Email campaigns prior to the event
- SMS messages day of event
- Social media camapigns for your followers
- In-app giveaways pre-event
3. Measure App Engagement Rates
Getting attendees to install your app is only the start to the metrics you'll want to measure. You also need to consider the overall engagement with your app, as well as more specific engagement metrics and insights such as:
Here are a few ways to keep tabs on the app engagement related metrics:
- Survey and poll response rates
- Trending topics and hashtags
- Percentage of active and engaged attendees vs. inactive or unengaged
4. Monitor Responses and Collect Real-Time Feedback
Once you get your attendees to engage with the app, you'll need to hold their interest and continue to learn from their experiences.
One great way to do so is to build in opportunities to survey or poll your audience. Your speakers can integrate some live polls into their presentations, or you can have polls between sessions to gauge speaker quality and session content, or general event topics.
Live polling can be used for immediate feedback, not only to garner insight into what is working and what may need to change in your event but also to make your attendees feel like they're being listened to. You can use live polling to compare and contrast speakers, products, or celebrities and ask the audience to pick their favorite. A few metrics to watch, when monitoring responses and getting real-time feedback include:
- Actions on activity feed, including likes, check-ins, bookmarks and follows
- Number of questions asked or comments left in the app
- Specific survey responses
- Trending feedback
Also, some survey questions you may consider asking:
- Numerical rating measures of the "fun" that the attendee is having
- Numerical rating measures for the level of value the attendee feels they are getting from content
- Likelihood that they'll attend again next year
- The likelihood that they'd recommend the event to a friend
- The number of years they have been attending your event
If these surveys are distributed during the event, you can analyze the results as they come in and pivot your strategy to ensure the event is filling any holes your attendees are experiencing. For example, if attendees are providing you real-time feedback that they are attending your event for the first time you can push them notifications or content that applies to having a great first time experience.
5. Invent and Track Unique Hashtags
Creating an event hashtag can help attendees to connect and keep track of updates at your event. It also provides you with valuable information on trending topics in relation to your event. You can track this in a social listening platform, or have staff manually monitor and collect feedback.
You'll definitely want a primary hashtag that you use every time you mention the event in a blog post or on social media, along with some secondary hashtags specific to the content or theme of your event. If you're rolling out a new product or service, remember to have a specific hashtag for those as well to expand your product awareness.
Encourage your event attendees to take photos and put them on social media with your hashtags, or make a mention of the event and include one or more official hashtags. You can also incentivize hashtag use. With DoubleDutch, you can award your attendees points for using the event hashtag through the app.
For hashtag tracking, we encourage you to evaluate these metrics:
- Number of posts with your hashtag
- Trending topics also mentioned with your hashtag
- The rate of attendees sharing on social with the hashtag
- Top "influencers" whose posts have been shared, liked or commented on the most
6. Metrics of Intent
You may think that it's impossible to know the moment when an attendee might have the intent to purchase or learn more about you or an exhibitor's product offering. With event technology, the game is changed in that it's not impossible, or even hard to get to those metrics.
In fact, through in-app offers, and sponsored content you can see in real time insights such as:
- Attendees who have interacted with sponsored content
- Attendees who have "raised their hand" and clicked on an offer
For organizers, this means monetization of their event technology like never before. But, for attendees, this is even more powerful. It means a more personalized experience based on their interests, and the ability to learn more and make connections in the moment rather than deal with follow-up calls and messages later.