Tips on Running a successful conference: Measurement of ROI on a conference

ROI on events is notoriously difficult to measure. Here are some pointers on how you can set the KPIs which will determine whether your event has been successful or not.

B2B Event Management

In this blog we will follow on from the previous tip where we looked at setting Objectives for ROI to review the measurement of ROI objectives, incorporating different  levels of ROI Methodology used to measure ROI of an event.

As mentioned in the previous tip on setting objectives for ROI which is another way of expressing the contribution to profit made by an event.  The profit is the net value created by the event minus the event costs.  ROI is the profit expressed as a percentage of the cost of the event.

Measuring Level 0, Target Audience

  • The target audience should be the right people attending the event.  They are the ones with the greatest learning and behaviour gap in the potential participants.
    • The target audience is therefore defined by a method of deduction from desired behaviour (level3) and required learning (level2)
    • Measuring that have the right target audience, the…

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