Technology marketers have historically spent a lot of their budget on events – without really knowing if they’re a productive sales and marketing activity.

It needn’t be that way. By developing an event measurement strategy and plan, technology marketers can better understand event ROI and make an informed decision on which events are profitable and which are not.

Our measurement approach collects data and analyzes event performance across three dimensions:

• Perception Metrics - focus on the range of functional, emotional and latent connections that combine to form an opinion of your brand resulting from the event.
• Performance Metrics - help to assess how the various brand building and demand generation activities of the event have combined to drive overall business results.
• Financial Metrics - represent the economic impact on the business of the event investment.

We then develop a turnkey measurement program plan aimed at guiding continuous improvement of events. This includes:

• Content - which content were attendees most interested in and why?
• Campaigns - what communications efforts aimed at driving qualified traffic and mining that traffic worked and what didn’t?
• Commerce - how many qualified opportunities that resulted in measurable economic value resulted from the event investment?

We can measure these by individual event and in total. The following is our recommended set of metrics for optimizing the performance of your event investments: