How do you measure the success of Youtube videos? By looking at view counts, shares, like and dislike counts and comments under the video. However, there are many ways to measure the success of a video such as considering the playtime of the videos, bounce rate (stopped in between), dislikes and negative comments, less engagement and many more. All these measuring metrics are called Data Analytics. Similarly, any event whether it’s in-person, hybrid or virtual, has its key metrics which decide the overall performance of the event.
Moreover, it’s important to consider the very small key factor in event data analytics to measure the overall success of an organized event. Event data tracking enables you to develop the best data-driven strategies for upcoming events. Furthermore, these strategies will allow you to give a remarkable experience to every attendee of the event.
In this blog, we are going to discuss the various key factors that enable you to identify the overall success of an event using event data analysis. So without further ado, let’s start:
Key Metrics To Consider In Event Data Analytics
Undoubtedly, there are many areas to consider in event data tracking and here mentioned are a few metrics that decide the results of event performance:
Social Media Interactions Related Data
Every event planner integrates with social media for the promotion of organized events. As we know that social media is one of the powerful tool that assists in interaction with an audience while increasing reach & engagement. In the same way, to measure event success consider social media interactions for finding out the path from where your new attendees are coming. However, interacting with attendees can help you in identifying the best marketing effort which is bringing new visitors.
Therefore consider the likes, shares and comments on event posts on your social media accounts. Identify the most interacted areas on social media including Facebook, instagram, Twitter and Telegram. This will help in identifying the most used social media platform for event registrations.
Event App Usage
Nowadays, every event planner makes sure to launch a personalised mobile event app for the event. Therefore, now we have one more metric that contributes to event data tracking. A personalised event app can help you in gathering information about event ticket sales, left tickets and other relevant information about your event. Consider the usage of your mobile event app to identify the interactive areas and activities done by the users on the app. However, the event app is one of the best metrics that help you in determining the interest of your target audience and that too before the actual event.
Mentions On Social Media Profiles
If we are talking about social media then how can we forget the ‘Mentions’? Consider the social media mentions as one of the key factors which also contribute to the event success measurement. How will you check the mentions? Below mentioned points are the ones you should consider:
- Number of mentions on Instagram stories and reels.
- Number of mentions in Instagram event posts.
- Number of mentions on LinkedIn account for better reach.
- The number of mentions in the reel, IGTV, etc.
- Mentions on Facebook account in a news feed, event posts etc.
- Number of mentions from Youtube, Twitter, and ssnapchat accounts.
- Number of mentions by the brands.
- Number of mentions by professional speakers, influencers, and celebrities
- Number of mentions on every social media platform.
Data Regarding Number Of New Attendees
Another metric in event data tracking is the number of new attendees. It’s crucial to know the source of new attendees, in order to increase the number of participants in the overall event. The source of registrations plays an important role in measuring the event’s success. Consider identifying the promotion trick which is enabling new attendees to the event. Also, interact with your new attendees and ask them how they heard about the event and what’s the thing that attracted them towards the event. Doing so will help you in collecting all the data about the source of registrations, new attendees and the best promotional hack that played the role. Therefore, do research about the source and find it to use creative and unique data-driven strategies for upcoming events.
Attendee-Based Event Data Analysis
Without attendees, there’s no event performance. Attendee-related data is one of the most important key metrics in determining the event ROI measurements. The number of attendees who appeared at the event, the number of attendees who attended the event online and the number of attendees who backed out of the event are a few questions that you should consider while gathering the data analytics.
However, apart from these questions, you can also consider the engagement percentage, overall ticket sales, generated revenue, profit from pre-registrations attendance ratio and multiple-session attendance. Therefore, cover everything related to attendees to conclude the whole event ROI and make necessary adjustments if required.
Keynote
By the end of this article, we have talked about the most important key metrics that come under event data analytics. Covering all the key areas and concluding the results can be considered a big task that needs proper research and every little piece of information regarding all the aspects of the event. Therefore, gather information related to registration, attendees, speakers, vendors, and event management team for clarity. Also, consider data analysis using social media analytics.
Hope you like the article! Thank you for reading.