Hello Danielle,
I'd say that the switch to virtual had a silver lining in that it forced us to redefine which KPIs we wanted, and how to measure the success of an event. We're peculiar in that our events are not for profit, as we are a member-based organization.
So attendance numbers, and how much the conference was enjoyed by members, are our key indicators. It was interesting to see that, especially since our events are free when virtual, the registration numbers and attendance numbers are much more different than from the in-person conferences. It seems obvious but we went from a couple of no-shows to about 40% no-shows.
That said, we still have more attendees than ever, so we also decided to add questions on what our attendees want to see in the future: virtual, or in-person events?
That's where analyzing the data will be crucial to reach our goals, which is to put on not only content that's relevant to our members, but also make sure that content is accessible. We also have qualitative feedback in there on which topics resonated the most, and what they want to see next.
Cheers,
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Béline FALZON
Conference Program Specialist II
California Teachers Association
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Original Message:
Sent: 03-15-2021 11:36
From: Danielle Czark
Subject: When it comes to utilizing your event data, where do you start?
Hello and happy start to the week! Ready for the next Huddle of the Week discussion?
Our very first discussion for this Huddle of the Week series was on the differences between in-person and virtual event KPI's. Great points were mentioned regarding tracking online engagement & interactions, attendance, and profit/budget costs.
Now that our industry has been successfully executing virtual events for quite a while, it's time to dig into the data. This is where the event planner and the marketer can work closer than ever before to not only capture insights through their virtual and hybrid programs, but convert and in turn close these leads. So,
- When it comes to utilizing your event data, where do you start (meaning which insights are you focusing on capturing)?
- How are you using this important event data to reach your event goals and broader organization goals?
Let us know your thoughts below! #HuddleoftheWeek #VoiceIt
#ManagingVirtualEvents
#ReportingandInsights
#ExecutingStrategicMeetingsManagement
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Danni Czark
Senior Associate, Online Community Marketing
Cvent
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