5 Event Metrics You Should Collect

As an event professional, it's critical to understand what your audience wants, what worked, and what didn't. Having a comprehensive understanding of event metrics will give you a competitive edge. This blog post explains five event metrics you should collect. 

1. Audience Demographics: The most common metrics event organizers collect are audience demographics, which help you understand your attendees' age range, gender, location, and interests. This information enables you to tailor your event experience to meet your audience's needs, preferences, and expectations. By collecting this data, you can create tailored content, personalize the attendee journey, and strategize marketing initiatives that will reach your target audience most effectively. Demographic metrics offer a wealth of information, allowing you to make data-driven decisions that can massively impact your event's success.
   
   
2. Attendee Sentiment: Understanding attendee sentiment is crucial in designing a better experience. Collecting attendee sentiment metrics can help you measure the satisfaction level of your attendees, analyze event feedback, and understand the areas that need improvement. Post-event surveys are one common way to gauge guests' feelings about the event. Other creative ways to collect attendee sentiment data include social listening tools and facial recognition software that can analyze facial expressions, emotions, and body language.
   
   
3. Event App Insights: Many events have mobile apps that offer plenty of potential for collecting valuable data. The data from event apps, such as session attendance, engagement, and interaction, can help you track attendance, map attendee behavior, and identify trends. This information can help you streamline event logistics, personalize attendee experiences, and optimize content.
   
   
4. Social Media Engagement: Social media engagement is an essential metric for measuring the impact of your event's marketing campaign. Collecting and analyzing social media metrics can help you assess how your event is perceived before, during, and after the event. Social listening tools can monitor brand mentions, track hashtags, and measure engagement levels. You can also analyze social media data to identify influential attendees, assess brand affinity, and understand the content that resonates with your audience.
   
   
5. Behavioral Data: Behavioral data includes how attendees engage with your event, including how long they stay, the sessions they attend, and their interests. Collecting this data can help you understand individual audience members' behavior and design better experiences. You can use behavioral data to refine your event strategy by identifying the sessions and activities that were most popular or identifying gaps in the attendee experience.
   
   

Collecting an array of event metrics gives you deep insights into attendee behavior, interests, and overall sentiment. These insights can be leveraged to design an effective and engaging event experience that meets your audience's expectations while significantly impacting your events' overall success. By tracking sentiment, analyzing data from event apps, engaging in social media listening, learning from audience demographics, and reveling in behavioral data, you can provide even more value to your attendees' and create a truly memorable experience.

To start collecting better metrics at your events, please contact VIVA Creative.