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Event Tech for Marketing Lesson 3: Measure Performance and Manage Data

In our final lesson in the Mobile Event Apps for Marketing series, we'll explore how you can glean insight from your event performance data. Event apps are powerful marketing channels embedded with discussion threads, personalized content, and networking features.

With all of that functionality comes an ability (and responsibility) for event marketers to properly manage event data and make educated optimizations to their programs based upon measured insights. 


Phew, we've covered a LOT in the past two weeks. To review last lesson we covered how to promote, distribute, and engage attendees through your event app. We left off with this notion of data collection. Which is where we'll start this lesson.  


3 Real-Time Event Insights to Collect

At live events, the fleeting minutes and hours that you have your attendees’ attention become your most valuable measurement tools. Real-time analysis of sentiments, intentions, and actions are made possible through event technology and you should be taking advantage of these channels. 


Here is a breakdown of the types of insights you should collect at your events…

  1. Sentiment - How are your attendees feeling?
    • Collect insights about your attendees' sentiments by issuing surveys and polls throughout your event to judge things such as: how much they are enjoying themselves, how valuable they felt a session was, how their check-in experience was. Don't overwhelm them with too many surveys, but ensure that you're thinking about opportunities to ask attendees about their thoughts and feelings. 
    • You can also measure sentiment by monitoring and listening to conversations and comments on your activity feed. Look for trending hashtags, common complaints or concerns, or common issues attendees are experiencing. Also, look for positive signals like popular speakers or sessions, or stellar exhibitor feedback in the activity feed. 

  2. Intention - What is holding or capturing your attendees’ interest?
    • Intentions are mostly about engagement with offers or features in your app. Consider overall app engagement, feature by feature app engagement, and interactions with sponsored posts or offers.

    • You can also capture intention insights through survey and poll questions: consider personalizing post-event content by the topics your attendee has expressed the most interest in. For example, if the attendee went to 5+ sessions on one topic -- their intention for attending your event was likely centered around learning more about that topic. Use that insight to deliver more relevant content in follow-up to that attendee.

  3. Actions - What are your attendees doing?
    • This one is simple -- it's all about knowing where your attendees are and what exactly they are interacting with. For example: how many offers were completed and is one offer outperforming another? Are there any outliers in check-ins or bookmarked sessions that you should look into? Is there one feature that seems to stand out as something that a majority of attendees have used?


Once you've formed a plan for how you'll collect data and what types of data are important to your program, you'll want to consider some common metrics available to you.

Measure Metrics

No event program is created equally -- you'll likely have unique metrics and needs for measuring your program. With that in mind, there are some metrics that remain important regardless of what type of program you may be running. 

  • Session attendance
  • App adoption rates
  • App engagement rates
  • Demographic, geographic, or psychographic data about attendees
  • Feedback about a venue, location, speaker or event 
  • Conversion rates for in-app offers
  • Top posts, shares, trending topics, and comments


Formulate Insights

The ability to gather event insights and metrics is step one, now you'll need to spend time analyzing that data to make strategic decisions for your event program. Here is what that analysis may help you accomplish:

  1. If this is your first year hosting a specific experience or event then your analysis should help define the strategic goals of the experience and set benchmarks and goals moving forward. 
  2. If you already had an event goal in mind then analysis will enable you to measure performance against those goals. You should be able to answer questions about the event such as:
    • How many leads were generated?  
    • How many customers were renewed?
    • What did customers and partners say on community channels about new products? 
    • Are there gaps which need to be addressed based on that feedback?
    • Did employees retain the knowledge learned in your training?


Integrate Your Event Tech

Does your event app integrate with other business systems such as Salesforce or a marketing automation system like Marketo, HubSpot or Eloqua? If you're working with other systems it can be helpful to find an event tech platform that fits into that mix and has the capability for inbound and outbound integrations. 

What is an inbound integration?

An inbound integration pushes data from a third-party business system into your event app. You may want to use an integration like this if you are using a list from a third-party automation system and want to create a campaign in your event registration system or app based on that list. 

What is an outbound integration?

Outbound integrations involve taking data from your event registration or event app and pushing it to a third-party business system. This makes sense if you'd like to run campaigns outside of your event tech stack in a third-party automation system. 

When needing an integration to pass information both ways, inbound and outbound, to another system then that is called a two-way integration. Choosing a mobile event registration system and application with integration capabilities to your other sales and marketing platforms can relieve marketing teams of a great deal of manual data entry from one system to another, as a result saving you a lot of time. This also minimizes data loss and improves event campaign activities. With an integrated solution that seamlessly manages your data across multiple platforms, you maximize your ability to measure performance and act upon insights.


Take Action

No matter what the purpose or goals of your event program are, a measurement plan will be a key part in proving the value of your program. Ensure that you're planning for:

  • How to collect data 
  • What metrics matter
  • How you will formulate insights
  • What integrations you need 

Then, take actions to improve your event program performance overall. We hope you've enjoyed the Mobile Event Apps for Marketing mini-series! Now, go get to work on bringing your event technology marketing ideas to life! But, before you do that, grab your Event Tech Usage Report:

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By Kayla Tarantino | 15 October, 2018

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About the Author: Kayla Tarantino

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Demand Gen Manager