Understanding Measurement Can Advance Your Career
Over the years and through many conversations with event and experiential marketers, I have often heard that a majority of these professionals don’t feel like they have an understanding of measurement. Some focus solely on event design. Others are execution specialists. And some simply state that they aren’t “data people.” Being data-informed doesn’t mean you need to be a data scientist. In today’s data-driven world, even a basic understanding can help advance your career. Here are three ways in which we believe measurement can accelerate your professional development and help get you promoted.
Performance Evaluation: The ability to assess the business or marketing outcome of an event will help you identify what is successful. When asked for an opinion on what the company should do moving forward or in the future, refer to the data to prove the impact generated. Higher level executives will value your data-centric approach to consultancy as it showcases an objective viewpoint.
Strategic Planning: By analyzing past event data, you can identify what worked and areas that need improvement. This insight is valuable for refining event strategies, selecting the right channels, and allocating resources effectively. Moving up the corporate ladder tends to bring more involvement in higher-level strategic planning where data comprehension is pivotal.
Continuous Improvement: Being comfortable with data encourages a culture of perpetual improvement. Regularly evaluating and adjusting strategies based on data insights ensures that your event marketing efforts evolve with changing market dynamics. Always striving for better is the marker of a leader.
Many leadership roles and advanced positions require an understanding of data and measurement. Proficiency in these areas can open doors to higher-level responsibilities and promotions. Gaining even a perfunctory understanding of how to effectively measure events and analyze results will help support your professional growth.