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Post-event data analysis isn’t just about gathering feedback — it’s the key to unlocking your event’s full potential and planning for even greater future success. Key performance indicators (KPIs) combined with qualitative feedback, like you gather in surveys, help planners go beyond the numbers to uncover what truly resonates with attendees and identify ways to improve the next event by turning feedback into actionable insights.
Most importantly, data proves your event’s Return on Experience (ROE).
Why ROE is important
Calculating event ROI (Return on Investment) is easy — you compare financial outcomes to money invested. Perhaps that’s why two out of three event planners report on it. However, ROE evaluates the holistic impact of an event on attendees’ experiences and engagement. That’s harder to decode and measure.
ROE is a critical measure of event success
ROE goes beyond dollars spent or earned. It’s the value attendees gain from the education and training they receive, the inspiration they gain to operate more efficiently, and the connections made to advance their careers that drive long-term impact. Event professionals build trust and credibility with stakeholders by focusing on ROE, proving they add value far beyond the event itself. Demonstrating ROE shows the C-suite that you are more than a planner — you’re a strategic advisor.
Now that you know why ROE is worth tracking, let’s discuss how to make that process easier.
Simple ways to track ROE
1. Make goals measurable and actionable.
ROE highlights how well your event delivered on its promise, whether it’s education, professional growth, networking opportunities or unforgettable experiences. Create goals based on those opportunities. Identify baseline measurements and develop ways to gather data to show progress, including post-event survey questions.
2. Capture and evaluate every aspect of the event’s impact.
Compare post-event data with your baseline measurements to track KPIs like revenue, sales and learning comprehension. Don’t forget to look at the qualitative feedback, too. For example, a leadership conference might have a high ROE if attendees leave with actionable insights. Capture data in real-time with a digital polling and feedback tool like Chime.
3. Leverage smarter tools for smarter insights.
Generative AI tools, like Spark, can analyze KPIs and anecdotal participant feedback as well as post-event surveys and provide suggestions and insights based on that data.
How event planners use ROE metrics
Measure ROE
ROE demonstrates the value of an event to stakeholders by showing the full impact of the participant experience on a range of outcomes related to future investment, relationships, professional development, brand loyalty and more. Tracking ROE also helps planners identify event strengths and areas for improvement. When you know how to calculate, analyze and share these insights, ROE will help you justify budgets and provide background for additional resource requests.
Want to make the most of your event surveys? Download a tip-sheet of helpful ways surveys can drive ROE!
Who receives these insights?
Share ROE insights with both internal and external stakeholders.
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- Internal stakeholders may include your organization’s senior leadership, finance, marketing and/or sales teams.
- External stakeholders could include sponsors, exhibitors, partners and event participants.
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How to report ROE metrics
Sharing your successes is a must. But data storytelling is an art.
Follow these tips to craft compelling ROE reports that engage.
1. Focus on the key takeaways. Highlight insights tied to the event’s goals. For example: “85 percent of attendees said the event increased their understanding of [topic].”
2. Use clear visuals. Pie charts or bar graphs make data easier to digest.
3. Tailor the presentation to your audience. Focus on what stakeholders care about. For leadership, explain high-level insights and their connection to broader business objectives. For sponsors, emphasize attendee engagement with their brand or offerings.
4. Leverage AI for reporting. Generative AI can help you customize data visualizations and presentations while predicting future outcomes based on past event data.
5. Share actionable recommendations. Connect suggested improvements to ROE metrics. For example, if 40 percent of the survey respondents requested more networking time, recommend adding an extra hour to the agenda.
Generate ongoing ROE success
ROE metrics hold the key to future improvements, especially if you keep track of your year-over-year performance.
Analyze responses for recurring themes or standout insights to help you understand how to best meet your audience’s needs. For example, if participants consistently rate speakers highly but request more interactive content, consider adding workshops next time.
Over time, this attention to measurement, analysis and reporting will distinguish your work from your peers and position you as a strategic leader within your organization. Best of all, you’ll have the data to prove the value of your events, whether you’re in a performance review, refreshing your resume or applying for a leadership position.
We’re invested in your success. Looking for new ways to elevate your events?
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