Top 5 Trends In Technology And Measurement
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Transcript of Top 5 Trends In Technology And Measurement
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Uncovering the Top 5 Technology Trends in Measurement for
Meetings and Conferences Today Presented by Roger Lewis
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About the Speaker Roger Lewis
• Executive Vice President
• 17 years of industry experience
• Cajun
• Background in Technology & Metrics
• Featured Inc. 500 and Forbes
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Introduction to Measurement
“the process of quantifying”
WHAT IS IT?
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Today’s Do’er is
Tomorrow’s Unemployed
because if you’re doing what you’re told, you are not doing your job.
- Allen Reichard
Tactical Abyss
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The Anatomy of an Event
Surveys Vendor
Management Hotels Registration/
Badging
Content / Agenda
Sponsorships Venue Management
Exhibit Floor
Lead Capture
Attendee Tracking
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Value of Measurement
The real value of event metrics is two fold:
1. To demonstrate YOUR over-all value to the organization.
2. To demonstrate the EVENT’S over-all value to the organization
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2 big faux pas
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E
1: Define clear, measureable
objectives that produce value.
2: Identify the most effective
way to measure each objective.
3: Determine success range
and value.
4: Obtain tools, technology, expertise to
collect, analyze, identify, report.
5: Collect and analyze event
data.
6: Review results, formulate
recommendations.
7: Communicate results and
recommendations both up and
down.
Measuring Value
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1st Rule of Metrics
Establish clear objectives
(Relate objectives to company bottom line wherever possible)
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2nd Rule of Metrics
Event Type guides objectives & goals
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Types of Events • Sales
• CPE / Training
• User conferences
• Partner conferences
• Executive
• Product launches
• Road shows
• Exhibit at Tradeshows
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Common User Conference Objectives
• Educate & Increase User knowledge
• Grow Event and User Community
• Maintain or Increase attendee satisfaction
• Build Brand Loyalty & reinforce Brand Image
• Grow Account Revenue
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3rd Rule of Metrics
Determine success ranges
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Determine the most effective way(s) to measure each
objective
4th Rule of Metrics
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Top 5 Trends in Technology for Measurement
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#1 One consistent lead management solution
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Consistent solutions
• One solution for all meetings & events
• Consistent qualification survey
• Enhanced lead generation
• Consistent measurement
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#2 Event to Event Metrics
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Consistent set of metrics to compare event to event
• Qualification Surveys
• Leads
• Cost per lead
• Sales conversions
• Identify your most valuable events
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Sample Executive Dashboard
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#3 – The Green Transformation
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Electronic Data (The Green Transformation)
• Meeting Agenda
• Real-time electronic surveys
• Speaker / Session Surveys
• Conference Evaluations
• Polling
• Mobile Solutions
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Real-Time Survey Dashboard
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Profiles of Attendees
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#4 Social Media
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Online technologies and practices that people use to share opinions, insights, experiences whereabouts and perspectives with each other.
What is it?
MPI WEC #WEC09
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Networking – #2 reason attendee come to an events
Why is it important?
Objectives • Grow user community • Build brand loyalty • Increase user
knowledge
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Twitter and measurement…
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Attendee Interaction
miXray
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#5 Marketing Intelligence
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What is Marketing Intelligence?
Sample types of data:
• Lead
• Surveys
• Attendee interest & preference
(#1 Indicator for purchase intent – RFID)
The mining of disparate data sources to determine how these relate to the overall
purchasing decision process
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Why is it Important?
• Enhance event performance & ROI
• Understand what is important to your audience
• Obtain additional qualified leads
• Number 1 Indicator of purchase intent
• Increase revenue
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RFID Technology
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Data Visualization
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1) One Consistent Lead Mgmt. Solution
2) Event to Event Metrics
3) The Green Transformation (electronic data)
4) Social Media
5) Marketing Intelligence
Top 5 Trends in Technology for Measurement
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Measurement – Goals and Tools User Group Event
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Ways to Increase ROI and Revenue
Clearly understand event objectives &
value to the organization
• Real-time Information
• Visual mapping & behavioral analytics
• Marketing Intelligence
• Score cards
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Sample -‘Executive Report Card’ Simplified executive-level event reporting and performance overview
SUCCESS FACTORS MODEL AVG. GOAL ACTUAL GRADE VALUATION
COST AVOIDANCE
Product-Level Meetings Executive-Level Meetings Leads Collection
N/A 8 0
250
10 2
1000
12 1
1250 B $12,000
THOUGHT LEADERSHIP
Article Coverage Press Briefings Speaking / Keynotes
N/A 125 30
2 / 0
125 30
2 / 0
155 35
2 / 0 A- $175,000
PROMOTIONAL EFFORTS
Product Demonstrations Partner Involvement Promotional Impressions
N/A 20 5
100K
20 5
100K
15 2
75K C $18,750
BUDGET Exhibition Spend Public Relations Spend Promotional Spend
$100K
$50K $40K
$155K
$25K $25K
$125K
$75K $40K
$150K $100K $50K
C -$300,000
STAFFING Exhibit Staff Meeting Staff Other Attendees
5 3 2
5 2
10
5 4
10
4 6
20 C- -$50,000
EVENT: ____________________ OWNER: _________________ DATE: __ / __ /____
GREEN = Exceeded Goal BLACK = Met Goal RED = Missed Goal
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1) Understand your business
2) Understand your value to the organization
3) Understand metrics for success
4) Top 5 Technology Trends in Measurement are:
• Consistent Lead solution, event to vent metrics,
going green, Social Media, & Marketing Intelligence
Summary