An event can be successful, a failure or it can have an unexciting impact. You should measure the success or failure of your event but how should you rate it? How would you figure out what went right and what went wrong? There are many event organizers that assess the impact of their event in real time. Is that the right approach?
There are many questions that beg answers and if you have to improve your events, then you need to take a step back and do some serious ransacking. An event demands certain analytics which will determine the impact. Many event planners record the footfall. They highlight the leads or enquiries, the signups and also the social media or networking impact. These are essential analytics but are they sufficient? You need true indicators and you must break down the inferences into snippets which will be a revelation.
Here are some analytics that you should focus on to improve your events.
- There is nothing wrong in recording the footfall. You should know how many guests attended or turned up for your event. But, you should focus more on the time spent by the guests who had turned up. There should be a check-in and check-out system so you know for certain how much time every guest has spent. This will allow you to know who left when and you can try to figure out the answer why. It is quite possible that a guest was interested in only one section of the event. It is quite possible that the guest found the event to be uninteresting or not good enough for his or her time. It is possible that some guests turned up for the sake of it. You need to know the time your guests have been at the event so you can improve it the next time.
- It is absolutely normal to track the leads generated or the overall impression among the guests. But it is more crucial to assess the interactions at the event. The kind of questions raised during the presentations or after, the kind of correspondences the hosts had with the guests and what the guests interacted about among themselves.
- Immediate impact is a metric that needs to be tracked and assessed. But that should not be tracked at the cost of assessing follow-ups. It is absolutely normal for follow-ups to take time and you must work on it without losing your motivation if there is a lukewarm immediate response.