Innovation is a wonderful thing. It propels us to new frontiers and changes the world as we know it. The metaverse is one such area of innovation that has been widely talked about over the last year. While no single metaverse exists today,
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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
One of the challenges EMMC members often report is justifying the investment - both time and budget - in event measurement. Let’s examine some persuasive talking points for anyone discussing measurement with event stakeholders.
Events may be perceived as expensive marketing investments, and are often the target of budget cuts. Marketers who want to protect or grow their event programs need measurement results which demonstrate value to the business.
The EMMC recommends two primary types of data be used when measuring events: perception data and behavioral data. Let’s take a closer look at each.
Perception data: Perception data refers to the way someone feels about something, oftentimes a brand and also, in our industry, an event or experience. These data points are typically collected through surveys and polls. Surveying people is an imperfect science, but well-crafted questions asked at the right moments are a best practice for understanding what people think. Look for shifts in perception prior to an experience and following the experience.
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