To get more insights on that breakdown, we asked those marketers to share their #1 event marketing KPI. Below, we share the 16 metrics they talked about.
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“跟踪提及的数量有助于营销人员了解活动与会者之外的活动的意识,”J. Simms活动和营销。Plus, Simms added, “the event can spread or become viral, and be picked up by media outlets who share the event to their followers.”
彼得·拉格雷格(Peter Lagregor)Play It Forward Foundation同意Simms的同意,他说:“对我们来说,活动营销最重要的KPI是股票,推荐和参与度的结合,我们共同称为“事件嗡嗡声。”
“Keeping track of social media mentions (tags of the event social handle or event hashtag) will determine the amount of engagement of the event attendees and brand awareness the event generated,” said Jamie-Lee Kay ofThe Other Straw。
汤米亚·海斯(Tommia Hayes)社区卫生慈善机构recommended creating a hashtag for your event as one way to measure social engagement. “Tracking social media engagement and mentions is a great way to track how engaged your attendees are and if they’re enjoying and valuing what’s being shared. This also helps you as the host see what’s working and what isn’t valuable.”
“创造的嗡嗡声将使您的动力滚动,” Alexandra Zamolo的养蜂人解释说:“当您准备开始推广下一个活动或与与会者接触其他机会时,这可能会让您处于一个伟大的位置。”
Andrea Moxham马蹄 +公司指出,使用事件标签也可以帮助您保持与实际与会者的参与度。“通过为您的活动创建一个主题标签,您可以跟踪与会者对此的评价,以便您以后可以在社交媒体上与他们互动并确保您的品牌保持头脑困扰。”
安德里亚·卢比尔(Andrea Loubier)邮报agreed, “Attendee satisfaction surveys are extremely important,” Loubier said. “Without them, it’s difficult to see which areas of the event were met with success, and which ones require improvement.”
“Was it worth their time and would they recommend it to others?” asked Paige Arnof-Fenn ofmavens&moguls。“Attendee satisfaction and Net Promoter Score are keys to success in my experience.”
“末事件”,巴达维亚说,“你’ll want to collect the feedback of attendees, speakers, and sponsors. And one question you’ll ask is: ‘On a scale of 0 to 10, how likely are you to recommend this event to a friend? (0 = Never, 10 = Very likely).’”
“This is the most direct, in-the-face response to the success of your event.”
5.客观回报
Chris Clegg ofPortma说他们是#1的活动营销KPI是投资回报率。“建模您的覆盖效率,质量和影响,以获取对新收入产生的新收入的估计,并将其除以预算。然后细分结果,看看您的表现不佳和表现不佳。”
“这个答案在几件事上会有所不同 - 您的目标,观众,行业以及活动的性质是什么。”Brainrideradded. “If your goal is to see revenue from your presence at an event, then the one event marketing KPI you’ll want to track is ROI.”
6.客户寿命价值(CLTV)
亚历山大·凯斯勒(Alexander Kesler)注射argued that customer lifetime value is the ultimate measure of event marketing ROI, saying, “The one metric that perhaps most accurately reflects event marketing ROI is lifetime customer value, which provides hard data on how profitable the event was.”
PRO TIP: How Are Users Engaging on My Site? Which Content Drives the Most Online Activity?
“我们参加的每个活动的最终目标是赚取线索,”指南。“考虑到这一点,我们专注于有可能转变为潜在客户的高质量与会者。”瑞奇·沃尔夫(Ricky Wolff)君士agreed, noting sales pipeline generated as their #1 KPI. “At the end of the day, you need to prove the ROI of your event investments.”
“合格的潜在客户可以通过展位签到,预先安排的销售会议以及演示的数量在活动中产生。”EventGeek。“Be sure to mark the leads and accounts you met and engaged with at the event in your CRM so you can track how many deals and how much revenue resulted from it.”
“An event marketing KPI that marketing teams should track is the number of booth visitors that convert into marketing qualified leads,” argued Tracy Staniland ofChisel AI。
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14. Attendees—Both New and Returning
作为Sayana Izmailova荒野杏sees it, the most important KPI for event marketing is how many new attendees an event brings into the fold. “Attendance numbers on their own can include constituents who are regular attendees and aren’t good indicators of how well the event was marketed to people outside the organization’s regular circle,” Izmailova said.
“New contacts are especially important, as they can be surveyed to answer questions like where they heard about the event and what made them interested in attending. These and other answers can tell a powerful story about which marketing efforts were worthwhile and which weren’t.”
“The event marketing KPI that we always pay close attention to is how many attendees to our first event decide to purchase advance tickets for our next event. We’re interested in the lifetime value of a customer, and if our first event doesn’t immediately inspire them to purchase a ticket for our next event, then we’ve done something wrong and we need to address that immediately.”
“Whether it’s an internal or client/consumer-facing corporate event, building a strong brand following and creating an event where attendees leave with a better understanding of the organization and their services/products will always be key in reaching goals and tracking engagement,” Olsen explained.