Powering your programs: Nine data sources for revving up your event measurement

event measurement

You already know that event measurement is an important part of your overall strategy. If it seems daunting, you are not alone. Many event professionals wonder if they have the tools or data in place to accurately analyze and improve their programs.

If that sounds familiar, rest assured — you are probably generating buckets of data points just waiting to be collected and examined. Look no further than the event technology and digital components you are already using as part of your brand experience.

Here are the top nine data sources you may already be using that can be leveraged to power your event measurement and management programs:


One of the first touch points for potential attendees to learn about your program is your website. Power up its measurement capabilities by installing Google Analytics to unlock information like visitor demographics, interests, and behavior.

Email campaign marketing

Reveal interesting insights into your audience by using a campaign tool to track opens, click-through rate, and bounce rates. This will help you figure out what messages most inspire your audiences.

Social media

Social media isn’t just an integral part to on-site engagement. Social media monitoring and listening tools can be used to help increase registration, learn about attendee interests and needs and find out what went well (and not so well) during your brand experience.

Mobile app

When mobile app usage is high, there are few other event technologies that offer such rich analytics. Discover what participants are searching for, get real-time feedback, capture session evaluations and more by tapping into your mobile app’s robust measurement features.

Touch screens

Analyze the event information (such as sessions, exhibitors, sponsors, evening activities, and more) participants look up on touch screens and digital displays to determine areas of interest. Touch screens can also uncover where more guidance or information is needed on site and in the mobile app.

Second screen

This event technology not only makes education sessions more engaging (thanks to polling, chat, and other cool integrations), it also provides event professionals with real-time data at their fingertips. Second screen can reveal which sessions spark the most engagement and help speakers understand their audiences, customize their content and evaluate their performance.

Virtual/hybrid integration

Check which virtual sessions were most viewed by off-site attendees and consider hosting more sessions on similar topics in the future to convert them to joining the live program.


A fun way to increase engagement, gamification can also deliver tremendous amounts of data based on attendee behavior, interest, networking, social amplification and more. Deploy a quiz or scavenger hunt and watch the engagement and metrics roll in!

Location mapping/Micromarketing

Location mapping technology like beacons can reveal where attendees are gathering most often, providing insight into what resonated so you can serve up more of the same success in the future.

As you can see, you are most likely deploying a handful or more of these event technologies — meaning that you have access to treasure troves of data. When you start to unlock the insights provided by these measurement points, you can work on continually improving your program and increasing engagement with your audiences.

About the author

Heidi Welker is VP Marketing for Freeman Audio Visual Canada. For more information, visit www.freemanav-ca.com. For a deep dive into the value of event measurement, including a step-by-step process you can use today to start measuring — and improving — your own brand experiences, visit http://bit.ly/2dYute8.

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