A New Event Analysis Platform Driven by ROI

A New Event Analysis Platform Driven by ROIEI | Evidence, Confidence, Results.Performance MeasurementContents

Measuring the ROI from an Event Portfolio

Taking the bull by the horns

We know how important ROI is to B2B marketers. Gartner's Annual CMO Spend Survey proves as much, its findings cited ROI as the most important indicator of performance and efficiency as strategic metrics, according to 70% of CMOs. Further, Cvent has frequently cited that marketers spend huge sums of money to track the 30 seconds customers spend on

their website, but do not apply a similarly detailed level of analysis to the three days that customers or prospects spend at industry events where their firms are present. At EI we have witnessed first hand the frustration in not being able to truly measure the impact and success of industry event sponsorships, which is why we have built our new ROI Event Analysis Platform!

A Three Stage Process

1. Measuring Impact

Employing a data-led approach to generate actionable insights for each and every event activation is key to shaping events strategies. All metrics are tailored to each team’s aims, which consider:

Audience quality and networking opportunities
Targets in attendance and client meetings (quality and volume)
Event outputs (mandates or leads generated)

2. Analysing Audiences & Engagement

Independent data analysis to qualify that the right audiences, and targets, are attending events which you are sponsoring. We provide analytical breakdowns on:

Size of audience
Buy-side: sell-side ratio
Presence from target accounts (% of target accounts)
Mandates secured versus budget spend
Audience breakdown by sector, seniority, function, and geography

3. Dashboard Analysis

Having independently and consistently collated all event data, EI's analysts aggregate salient information from each event you have engaged with over the course of a year into a single, digital dashboard which cross compares and benchmarks each event's performance per the metrics listed at stages 1 and 2 to provide you with a holistic portfolio review.

Making a Difference

With EI, you have access to experts in quantitative data mining and qualitative interpretation to support you in driving your event strategy, however targeted that may be. It is our belief that, through developing an analytical approach based on event data to track and measure key event metrics, marketers can begin to demonstrate an event portfolio's value from a ROI perspective.

Event performance measurement should be about enabling marketers who are responsible for event selection to monitor the performance of event sponsorships and make better decisions on selection moving forward, while enabling CMOs/ Marketing Directors to better understand the precise yield of marketing spend on all event sponsorships!