Event Measurement Fundamentals: Installment 2 - Types of Data
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.
Behavioral data. Behavioral data refers to actions people take based on the experience. These data points can be collected before, during, or after an experience to understand what people are doing connected to the event or as a result of their experience. This data is useful as event professionals seek to optimize event elements to increase success - either for future events or even in real-time as event experiences happen.
As an example, in the lead up to an event one might collect data about response rates to event communications, and make changes if needed based on an analysis of that information. During an event, an event team might notice that attendees’ movement through an experience isn’t getting the right people to the right places at the right times. As a result they might adjust where wayfinding and event staff are placed. Following the event, one might ask about the likelihood of participants to recommend the brand as an anticipated and desired post-experience behavior.
When it comes to events, the EMMC suggests asking people if the overall event was a good use of their time. We also recommend asking people about their likelihood to behave differently as a result of their experience. We consider these two questions to be fundamental - but we’ve also developed a set of additional, useful questions. EMMC members have access to all EMMC recommended survey questions.
We hope this quick overview was useful. As always, the EMMC is open to questions and comments.