Post-Event Evaluation & Follow-Up: 10 Insights

March 11, 2024 Mario Stewart

When each of your events finally comes to an end, what metrics are you looking at to determine success? If you’re not evaluating each event through a lens of data, you’re missing a valuable opportunity to learn about areas of improvement in event planning. Based on today’s top event professionals, these post-event analytics are the most important to review for follow-up after every New York event or conference you curate.

1. Event Attendance Metrics

Review the actual attendance numbers compared to projected attendance. Analyze factors that may have influenced turnout, such as marketing strategies, timing, and venue location.

2. Engagement Analytics

Evaluate attendee engagement levels during the event, including session participation, networking interactions, and booth visits. Assess engagement metrics from event websites and apps, surveys, and social media engagement.

3. Guest Feedback and Surveys

Gather feedback from attendees, exhibitors, sponsors, and speakers through post-event surveys or feedback forms. Analyze responses to identify areas of improvement and areas of success.

4. Lead Generation and Conversion

Measure the effectiveness of lead generation activities, like booth traffic, lead capture, and follow-up processes. Track the number of new leads generated, their quality, and any conversion rates into sales or partnerships. Use the data to create success stories as marketing tools and inform how you play future event engagements.

5. Revenue and ROI

Calculate the return on investment (ROI) for the event by comparing the total costs to the revenue generated. You can also compare against the value of business opportunities created. Assess the impact of the event on overall sales, brand awareness, and customer acquisition.

6. Social Media Metrics

Monitor all social media engagement metrics, including likes, shares, comments, and mentions related to the event. Analyze sentiment analysis to gauge overall attendee satisfaction and identify areas for improvement.

7. Event Session and Content Performance

Evaluate the performance of individual sessions, workshops, and keynote presentations based on attendance rates, audience feedback, and content relevance. Identify popular topics and speakers for future events.

8. Sponsorship Engagement and ROI

Assess the satisfaction and engagement levels of event sponsors by reviewing metrics like exhibitor booth traffic, brand exposure, and lead generation opportunities. Solicit feedback from sponsors to understand their return on investment and areas for improvement.

9. Event Planning Operational Efficiency

Evaluate the logistics of event planning and execution, including venue logistics, staffing requirements, technology infrastructure, and vendor management. Identify areas of operational inefficiency and opportunities for streamlining processes.

10. Event Client Satisfaction

Gauge the overall satisfaction levels of stakeholders, including attendees, exhibitors, sponsors, speakers, and staff. Measure satisfaction through qualitative feedback, Net Promoter Scores (NPS,) and sentiment analysis.

Learn How to Improve All Your Events at The Event Planner Expo

Start analyzing these post-event analytics and conducting comprehensive post-event analysis. It’s how today’s event planners can gain valuable insights into the effectiveness of their strategies. And it’s how you can be savvy about identifying areas for improvement, allowing you to make REAL data-driven decisions to enhance future events. And to learn even more about improving your event planning business trajectory, make sure to secure your spot on the waitlist for The Event Planner Expo 2024! It’s the top conference for event planners who are serious about growing and improving their event-planning skills!

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