Of all the KPIs your event planning business measures, gauging the success of your events is always key. And today, we’ll share precisely which metrics your event business should be tracking. These are the analytics that will help you determine strengths and weaknesses and new opportunities for business growth.
ROI
One of the first metrics event planners should tally involves the official return on investment of every event. ROI is the measurement of revenue generated after subtracting all the event’s direct and indirect costs. Consider all the earnings, including sponsorship revenue, ticket sales, brand awareness, and event services fees collected. And be mindful of all the required investments, including monetary and time.
NPS
Measuring the net promoter score (NPS) will help you determine your event’s effectiveness in terms of loyalty. This calculator weighs responses to guest survey questions about recommending the event to others, using a rating scale of zero to ten. The results will allow you to determine predictive business growth.
Attendance
To really know if your New York event was a success, check the data on invites, registrations, attendees, and departures. Day-of attendance metrics will help you decide if your pre-event marketing was successful and inspired the response you intended.
Leads
For many of your New York events, where businesses, brands, and professionals are involved, there will be a need to measure lead generation efforts. Conferences, industry events, product launches, and trade shows of all varieties are considered successful with each new lead or prospect. Look to collect metrics that help you tally the potential leads generated via mail lists, opt-ins, surveys taken, and event participation.
Other Event Data
Depending on whether you’re curating social events, like weddings, mitzvahs, and retirement parties, or more corporate-level events, like conferences, product launches, or team-building events, there are other event metrics that are worth considering.
- Social media marketing and engagement data
- Post-event surveys
- Follow up activities
- Speaker engagement analytics
- Returning guests
- Overhead cost analysis
- Sponsorship brand exposure
- Exhibitor or sponsor revenue
Decide how you’ll define event success, and be sure to establish the analytics needed to measure your results. These metrics are all incredibly important for event planners who are looking to grow and improve their efforts. And the best of the absolute best will be in NYC this October for The Event Planner Expo 2023! Get your tickets and reserve a hotspot on the tradeshow floor as an exhibitor today!
