Uncovering the Top 5 Technology Trends in Measurement for
Meetings and Conferences Today Presented by Roger Lewis
About the Speaker Roger Lewis
• Executive Vice President
• 17 years of industry experience
• Cajun
• Background in Technology & Metrics
• Featured Inc. 500 and Forbes
Introduction to Measurement
“the process of quantifying”
WHAT IS IT?
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
The Anatomy of an Event
Surveys Vendor
Management Hotels Registration/
Badging
Content / Agenda
Sponsorships Venue Management
Exhibit Floor
Lead Capture
Attendee Tracking
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
2 big faux pas
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
1st Rule of Metrics
Establish clear objectives
(Relate objectives to company bottom line wherever possible)
2nd Rule of Metrics
Event Type guides objectives & goals
Types of Events • Sales
• CPE / Training
• User conferences
• Partner conferences
• Executive
• Product launches
• Road shows
• Exhibit at Tradeshows
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
3rd Rule of Metrics
Determine success ranges
Determine the most effective way(s) to measure each
objective
4th Rule of Metrics
Top 5 Trends in Technology for Measurement
#1 One consistent lead management solution
Consistent solutions
• One solution for all meetings & events
• Consistent qualification survey
• Enhanced lead generation
• Consistent measurement
#2 Event to Event Metrics
Consistent set of metrics to compare event to event
• Qualification Surveys
• Leads
• Cost per lead
• Sales conversions
• Identify your most valuable events
Sample Executive Dashboard
#3 – The Green Transformation
Electronic Data (The Green Transformation)
• Meeting Agenda
• Real-time electronic surveys
• Speaker / Session Surveys
• Conference Evaluations
• Polling
• Mobile Solutions
Real-Time Survey Dashboard
Profiles of Attendees
#4 Social Media
Online technologies and practices that people use to share opinions, insights, experiences whereabouts and perspectives with each other.
What is it?
MPI WEC #WEC09
Networking – #2 reason attendee come to an events
Why is it important?
Objectives • Grow user community • Build brand loyalty • Increase user
knowledge
Twitter and measurement…
Attendee Interaction
miXray
#5 Marketing Intelligence
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
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
RFID Technology
Data Visualization
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
Measurement – Goals and Tools User Group Event
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
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
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
THANK YOU!! Roger Lewis
[email protected] 512.320.5775
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