Event KPI Analytics for SMBs
Event KPI Analytics for SMBs
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What is the barometer for success when measuring the impact of your event? To determine whether you achieved established thresholds, you need to determine a few key performance indicators (KPI) beforehand. These serve as your measuring stick for gauging audience reception. We’ll list the top event KPIs and popular KPI tools that’s affordable and user-friendly for SMBs.

Are You Using These Event KPIs?

  1. Attendance

This is pretty straightforward. However, don’t just look at total ticket sales numbers. Be sure to break down how the purchases were acquired. The KPIs should determine, for instance, how many tickets were sold online and how many were acquired from walk-ins. With the former, how many were purchased during early bird sales? How many were purchased in the final three or so days leading to the event?

  1. Marketing Engagement

How are attendees responding to your communication methods? If you’re promoting the event via email newsletters, for instance, what is the open rate? Of those, what is the click-through rate?

If you use social media, how many likes, thumbs ups, and comments did each event-related post receive? How often was the event hashtag used?

  1. Conversions

If you sent your newsletter to 500 subscribers, how many actually went through the entire sales funnel process and purchased a ticket? You can and should use similar KPIs when looking at conversions for your social media outreach.

  1. Mentions

Are people talking about your event before and after? Use a filtering tool to search for specific keywords that followers may be using in relation to your event. You should also gauge the nature of the mentions, whether they’re positive or negative.

4 KPI Analytics Tools

The following KPI tools were selected because they met these guidelines:

  • They were easy to use with minimal setup
  • They have dashboard features not available in other KPI software
  • Is from a reputable provider that provides timely updates
  1. Scoro

If you have preexisting business intelligence and predictive analytic tools, Scoro allows you to integrate all of them into its system. With this feature, you can pull up the dashboard of each and have them appear side-by-side. You can track data in real time all from a single central control center. You can also customize the main dashboard with various widgets and metrics.

  1. Tableau

What’s great about Tableau is that it’s compatible with popular Web apps like Google Analytics and Salesforce. You can also grant full or limited access to select users. This especially makes it a great tool for event planners who grant access to their clients, so they can share it with their own internal planners or stay up to date with the progress.

  1. Datazen

Datazen comes with a vast collection of commonly used KPIs suitable for all industries. This makes it easy for users to just pick a set of KPIs and watch the data grow in real-time on their customized dashboard. KPIs can appear alongside one another, or each be given their own unique dashboard. This makes it simple to manage large data sets. You can even create a custom URL, so you can link to the dashboard in your blog posts or other online published content.

Datazen was acquired by Microsoft, and the software is free for Windows users.

  1. HandyKPI

This tool is specifically designed for mobile use. The features make it easy to collect or share KPI results with staff at the click of an icon. Event KPI data can also be uploaded to an Excel spreadsheet. All built-in data visualization tools are designed for reading on a compact mobile screen.

Keeping track of event progress doesn’t require sophisticated software and an entire internal IT department. With today’s KPI tools, event management is simpler than ever, not to mention it’s also affordable for SMBs.

Lucy Boyle freshly started at Ultimate Experience and Mask, event management companies part of the Concerto Group, based in the UK; currently regularly contributing to the companies’ blogs.

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