Engagement: A New Metric to Demonstrate Event ROI · Welcome to the Engagement Marketing Era 04 Determine the Right Metrics 09 Prove ROI with the Right Tools 12 Leverage Your Data

Engagement: A New Metric to Demonstrate Event ROI

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Contents

Welcome to the Engagement Marketing Era 04

Determine the Right Metrics 09

Prove ROI with the Right Tools 12

Leverage Your Data Wisely 14

If You Can Measure It, You Can Make It Better 15

Adam Parry Editor, Event Industry News

Kevin Jackson Director of Ideas and Innovation, The Experience is the Marketing

Lindsey Lyle Senior Event Marketing Manager, DoubleDutch

Our thanks to the following industry leaders for lending their insights:

© 2016, The Newest Metric to Define Event Success (or Failure) is Engagement 32 © 2016, The Newest Metric to Define Event Success (or Failure) is Engagement

Contents

Welcome to the Engagement Marketing Era 04

Determine the Right Metrics 09

Prove ROI with the Right Tools 12

Leverage Your Data Wisely 14

If You Can Measure It, You Can Make It Better 15




Our thanks to the following industry leaders for lending their insights:


The marketing landscape is changing— It’s no longer enough to track short-term goals like lead generation and velocity; it’s essential for marketers to focus on building lasting relationships with prospects and customers alike. Are they truly engaged with your brand and will they remain loyal to you in the face of constant competition for their attention?

Digital marketing often suffers from one-direction engagement. Live events are the only way to supercharge a dialogue with your leads, prospects, and customers.

New marketing technologies have made it simpler than ever before to reach out to prospects through various channels and track engagement around every element of a marketing campaign; from email opens and clicks to online ad impressions and conversions and everything in between.

“Marketing used to be about what you said to people. Now it’s what you do for people. You have to come into the business to add value to the lives of your customers and clients. The marketing brands that are doing that in the event space are the ones going forward.


Welcome to the Engagement Marketing Era

54 © 2016, The Newest Metric to Define Event Success (or Failure) is Engagement© 2016, The Newest Metric to Define Event Success (or Failure) is Engagement

The marketing landscape is changing— It’s no longer enough to track short-term goals like lead generation and velocity; it’s essential for marketers to focus on building lasting relationships with prospects and customers alike. Are they truly engaged with your brand and will they remain loyal to you in the face of constant competition for their attention?

Digital marketing often suffers from one-direction engagement. Live events are the only way to supercharge a dialogue with your leads, prospects, and customers.

New marketing technologies have made it simpler than ever before to reach out to prospects through various channels and track engagement around every element of a marketing campaign; from email opens and clicks to online ad impressions and conversions and everything in between.

“Marketing used to be about what you said to people. Now it’s what you do for people. You have to come into the business to add value to the lives of your customers and clients. The marketing brands that are doing that in the event space are the ones going forward.


Welcome to the Engagement Marketing Era


Effective engagement marketing requires constant connection, and there’s no better way to achieve that connection than by hosting killer events. Audiences at events engage both offline and online, through candid dialogue and speaking panels to social media connections and mobile interaction.

Successful businesses are founded on the principle of happy customers. Without a satisfied customer base, there’s simply no business. The value of engagement is in its unparalleled ability to create deep, lasting relationships, which satisfy the customer and provide mutual value.

Without experiences focused on engagement, there’s no real relationship, Jackson says. “The only way to get those relationships is in a real situation, just like our normal, personal relationships. Anything other than that is just a pen pal or Facebook friend.”

Live Events Are the Ultimate Engagement Channel

Engagement Matters

Through the use of mobile event technology, face-to-face and digital connections align, giving you the power to connect with prospects on multiple levels simultaneously. For you to rise to the top of your marketing organization, it’s essential to keep track of event engagement metrics so you have a clear picture of how your program is performing and can demonstrate success to leadership.

“What we have to do is create experiences that join brands, corporations, and companies to their most important audiences in an experience, so that we create an emotional relationship.


The value of engagement is in its unparalleled ability to create deep, lasting relationships, which satisfy the customer and provide mutual value.


Effective engagement marketing requires constant connection, and there’s no better way to achieve that connection than by hosting killer events. Audiences at events engage both offline and online, through candid dialogue and speaking panels to social media connections and mobile interaction.

Successful businesses are founded on the principle of happy customers. Without a satisfied customer base, there’s simply no business. The value of engagement is in its unparalleled ability to create deep, lasting relationships, which satisfy the customer and provide mutual value.

Without experiences focused on engagement, there’s no real relationship, Jackson says. “The only way to get those relationships is in a real situation, just like our normal, personal relationships. Anything other than that is just a pen pal or Facebook friend.”

Live Events Are the Ultimate Engagement Channel

Engagement Matters

Through the use of mobile event technology, face-to-face and digital connections align, giving you the power to connect with prospects on multiple levels simultaneously. For you to rise to the top of your marketing organization, it’s essential to keep track of event engagement metrics so you have a clear picture of how your program is performing and can demonstrate success to leadership.

“What we have to do is create experiences that join brands, corporations, and companies to their most important audiences in an experience, so that we create an emotional relationship.


The value of engagement is in its unparalleled ability to create deep, lasting relationships, which satisfy the customer and provide mutual value.


Determine the Right MetricsEvents are full of unique opportunities to engage with individuals, both face-to-face and digitally, ranging from in-app messaging to real-time social media response and, of course, traditional in-person networking. Take full advantage of the opportunity to build connections by setting measurable goals and

tracking the right metrics to watch your event’s success unfold, and prevent it from becoming a flop. Before choosing what metrics you’ll measure, sit down with your stakeholders to reach a consensus on your event’s objectives, and plan your data collection accordingly.

“People still want that in-person connection. Event programs offer the face-to-face engagement that helps move your leads down the funnel at a higher conversion rate than most other marketing channels.



Determine the Right MetricsEvents are full of unique opportunities to engage with individuals, both face-to-face and digitally, ranging from in-app messaging to real-time social media response and, of course, traditional in-person networking. Take full advantage of the opportunity to build connections by setting measurable goals and

tracking the right metrics to watch your event’s success unfold, and prevent it from becoming a flop. Before choosing what metrics you’ll measure, sit down with your stakeholders to reach a consensus on your event’s objectives, and plan your data collection accordingly.

“People still want that in-person connection. Event programs offer the face-to-face engagement that helps move your leads down the funnel at a higher conversion rate than most other marketing channels.



Attendee Metrics to Measure Exhibitor and Sponsor Metrics to Measure

Qualitative metrics like the smile on an attendee’s face are important, but it’s essential for event teams to think like true marketers and look at quantitative data that demonstrates how well they’re contributing to your goals, such as:

Sales pipeline

Measure event registrations, email signups, and attendee referrals to get a sense for which new prospects may become customers or which accounts might sign a larger contract. Metrics that track individuals near the end of the sales cycle include meeting requests, product demos, and product purchases.

Attendee engagement

See who’s committed to your brand by tracking returning attendees from prior events, frequency and sentiment of communication regarding your event, and the total number of sessions attended per attendee through event performance dashboards.

Brand building

Calculate your event’s influence on brand recognition and growth by tracking metrics such as mentions in the media, increased number of followers on social media during the time of your event, influential attendees, and trends in website traffic.

Sponsors are the lifeblood of many events, so it’s essential to keep tabs on how well they’re meeting their own goals to ensure they return and re-up their investment, such as:

Sales pipeline

Keep watch on the number of contacts, demo requests, and meeting requests your exhibitors collect during the course of the event. Not every lead will result in a sale, but qualified leads are an important indicator of success.

Brand building

Measure your total increase in sponsorships annually, as well as media mentions of your sponsors in conjunction with the event. Keep track of sponsor sentiment to know how your sponsors feel about the event, as well as attendee sentiment toward the sponsors. Use this data as leverage during the sponsorship sales process!

Tracking your success: Metrics that matter

Metrics for attendeesFocus on your attendees at every step of the event process. As you determine your goals, focus on the metrics that will help you track your success levels:

Metrics for exhibitors and sponsorsKeeping your event’s contributors engaged is just as important as maintaining attendee engagement. Use these metrics to track your event sponsors’ success:

Sales Pipeline

Brand Building

Exhibitor/SponsorMetrics

# of contacts collected

# of demo requests

# of meetingrequests

Increate in sponsorshipsyear-over-year

Attendee sentimentanalysis regardingsponsors

Media mentions

Sponsor sentiment analysis

Quality ofcontacts collected

# ofresulting sales

Increase

© 2016, Rise of the Event Marketer24

AttendeeEngagement

Brand Building

AttendeeMetrics

Sales Pipeline

Event registrations

Email signup roduct demos

Attendee referrals Product purchases

Meeting requests

Sentiment ofcommunication

Attendeesession visits

# of returningattendees

Media mentions

Rise in socialmedia followers

Influence level of attendees

Rise in website traffic

Frequency of communication

s P




Sales Pipeline

Brand Building



# of demo requests




Media mentions



# ofresulting sales

Increase


AttendeeEngagement

Brand Building

AttendeeMetrics

Sales Pipeline

Event registrations



Meeting requests




Media mentions





s P


Attendee Metrics to Measure Exhibitor and Sponsor Metrics to Measure

Qualitative metrics like the smile on an attendee’s face are important, but it’s essential for event teams to think like true marketers and look at quantitative data that demonstrates how well they’re contributing to your goals, such as:

Sales pipeline

Measure event registrations, email signups, and attendee referrals to get a sense for which new prospects may become customers or which accounts might sign a larger contract. Metrics that track individuals near the end of the sales cycle include meeting requests, product demos, and product purchases.

Attendee engagement

See who’s committed to your brand by tracking returning attendees from prior events, frequency and sentiment of communication regarding your event, and the total number of sessions attended per attendee through event performance dashboards.

Brand building

Calculate your event’s influence on brand recognition and growth by tracking metrics such as mentions in the media, increased number of followers on social media during the time of your event, influential attendees, and trends in website traffic.

Sponsors are the lifeblood of many events, so it’s essential to keep tabs on how well they’re meeting their own goals to ensure they return and re-up their investment, such as:

Sales pipeline

Keep watch on the number of contacts, demo requests, and meeting requests your exhibitors collect during the course of the event. Not every lead will result in a sale, but qualified leads are an important indicator of success.

Brand building

Measure your total increase in sponsorships annually, as well as media mentions of your sponsors in conjunction with the event. Keep track of sponsor sentiment to know how your sponsors feel about the event, as well as attendee sentiment toward the sponsors. Use this data as leverage during the sponsorship sales process!




Sales Pipeline

Brand Building



# of demo requests




Media mentions



# ofresulting sales

Increase


AttendeeEngagement

Brand Building

AttendeeMetrics

Sales Pipeline

Event registrations



Meeting requests




Media mentions





s P




Sales Pipeline

Brand Building



# of demo requests




Media mentions



# ofresulting sales

Increase


AttendeeEngagement

Brand Building

AttendeeMetrics

Sales Pipeline

Event registrations



Meeting requests




Media mentions





s P


Prove ROI with the Right ToolsWith a combination of defined roles and cutting-edge technology, event marketers can produce a clear picture of their event’s success, demonstrating ROI and utilizing valuable feedback to improve future event planning.

First, assign responsibilities and expectations to everyone working on the event. From the start, each marketer, organizer and event specialist should have a clear picture of their responsibilities and goals as individuals, as

Today’s event technology empowers marketers to analyze data on the spot, using complex algorithms that provide valuable insights into event performance. Keeping a pulse on the event from start to finish allows for real-time response and impact on the experience.

well as a team. Ensuring accountability at every stage of the event planning process keeps tasks on schedule and helps you to avoid snags that may set you back in the long run.

Use your event app to collect qualitative data by prompting attendees and sponsors for quick event feedback. Utilize this strategy throughout the event cycle for fresh, focused insights, and again after the event is over to get a thousand foot view.Set Expectations

Equip Yourself with the Right Tools

“New event technology is like giving Picasso modern day Photoshop – there are so many more tools and so much more insight. [The event marketer] already knows what his attendees are going to want before planning the next event. He has insight into areas where they can provide an improved return on investment for attendees and sponsors.



Prove ROI with the Right ToolsWith a combination of defined roles and cutting-edge technology, event marketers can produce a clear picture of their event’s success, demonstrating ROI and utilizing valuable feedback to improve future event planning.

First, assign responsibilities and expectations to everyone working on the event. From the start, each marketer, organizer and event specialist should have a clear picture of their responsibilities and goals as individuals, as

Today’s event technology empowers marketers to analyze data on the spot, using complex algorithms that provide valuable insights into event performance. Keeping a pulse on the event from start to finish allows for real-time response and impact on the experience.

well as a team. Ensuring accountability at every stage of the event planning process keeps tasks on schedule and helps you to avoid snags that may set you back in the long run.

Use your event app to collect qualitative data by prompting attendees and sponsors for quick event feedback. Utilize this strategy throughout the event cycle for fresh, focused insights, and again after the event is over to get a thousand foot view.Set Expectations

Equip Yourself with the Right Tools

“New event technology is like giving Picasso modern day Photoshop – there are so many more tools and so much more insight. [The event marketer] already knows what his attendees are going to want before planning the next event. He has insight into areas where they can provide an improved return on investment for attendees and sponsors.



Now that you have valuable insights in front of you, take advantage of them! Don’t sit back and relax just because your current event performed well. Understand why your event performed well, and what you can do to replicate its

Events aren’t just an opportunity to showcase your brand and your product. Successful events have real impact on your business, from increased revenue and shortened sales cycles to heightened brand sentiment and buzz on social media.

Today’s event marketers have a unique opportunity to become tomorrow’s CMOs, and it’s time to reach for the stars and get more from your events. Now that you know what you need to consider while setting measurable goals, read Rise of the Event Marketer to learn how to make your way to the C-suite through event marketing.

Leverage Your Data Wisely If You Can Measure It, You Can Make It Better

success in future events. Identify the areas that could use improvement, and apply those changes to your next event early into the planning process.

Successful events have real impact on your business, from increased revenue and shortened sales cycles to heightened brand sentiment and buzz on social media.

DoubleDutch provides mobile applications and performance analytics for events, conferences and trade shows for more than 1,300 customers, including SAP, UBM and Urban Land Institute. Founded in 2011,

DoubleDutch was recently named to Inc. 5000’s list of fastest-growing private companies, AlwaysOn’s Global 250 best-of-breed private companies in SaaS and Enterprise, and Forbes’ list of 10 hot companies to work for in San Francisco. DoubleDutch is based in the Mission District of San Francisco with regional offices in Amsterdam, London, Hong Kong and Portland.

About DoubleDutch


Now that you have valuable insights in front of you, take advantage of them! Don’t sit back and relax just because your current event performed well. Understand why your event performed well, and what you can do to replicate its

Events aren’t just an opportunity to showcase your brand and your product. Successful events have real impact on your business, from increased revenue and shortened sales cycles to heightened brand sentiment and buzz on social media.

Today’s event marketers have a unique opportunity to become tomorrow’s CMOs, and it’s time to reach for the stars and get more from your events. Now that you know what you need to consider while setting measurable goals, read Rise of the Event Marketer to learn how to make your way to the C-suite through event marketing.

Leverage Your Data Wisely If You Can Measure It, You Can Make It Better

success in future events. Identify the areas that could use improvement, and apply those changes to your next event early into the planning process.

Successful events have real impact on your business, from increased revenue and shortened sales cycles to heightened brand sentiment and buzz on social media.

DoubleDutch provides mobile applications and performance analytics for events, conferences and trade shows for more than 1,300 customers, including SAP, UBM and Urban Land Institute. Founded in 2011,

DoubleDutch was recently named to Inc. 5000’s list of fastest-growing private companies, AlwaysOn’s Global 250 best-of-breed private companies in SaaS and Enterprise, and Forbes’ list of 10 hot companies to work for in San Francisco. DoubleDutch is based in the Mission District of San Francisco with regional offices in Amsterdam, London, Hong Kong and Portland.

About DoubleDutch


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Engagement: A New Metric to Demonstrate Event ROI · Welcome to the Engagement Marketing Era 04 Determine the Right Metrics 09 Prove ROI with the Right Tools 12 Leverage Your Data