Join us to learn how to collect and analyze the right data from your virtual event and how to share your findings with key stakeholders.

2. Why do
we host
events?

3. Why do
we host
events?
To Create Business Value
• Sales leads
• Closed won sales
• Brand awareness
• Customer loyalty
• Partner ecosystem

4. How Do We Prove We Did That?
The cookies were
AMAAAAZING!!!
5 STARS!

5. Don’t Run From the Data—Use it to empower your
decisions and the value of your event!

6. Take it Back
to the Basics

7. Starting your Event Metrics Overview
Step 1: Define your why
Step 2: Define the template ahead of time
Step 3: When and What to Measure
Step 4: Shout your success from the rooftops
(and where you're going to improve too)

8. Step 1: What
Are your event
goals?

9. What are
your event
goals?
• What does success look like?
• For yourself
• For your stakeholders
• What are your audience groups?
• What do they want to know?

10. Measure What Matters
Sales
Marketing
Product
Executives

11. Measure What Matters: Sales
• Shorten days to close
• Increase contract value
• Better email follow-up

12. Measure What Matters: Marketing
• Curate better content
• Craft better field
experiences
• Create conversations to
opps

13. Measure What Matters: Product
• What was most interesting
to users by audience
• What worked
• What didn’t work
• Areas for improvement

14. Measure What Matters: Executives
• Direction is successful
• Community is thriving and
growing

15. Step 2: Start
With the End

16. Start with
the end
• Create your metrics template
• Top 10 metrics each aligned
to business goal
• Data Source for each metric
• What teams need that data
and when
• Story Telling

17. Post-Event Detail/Operational Scorecard
Metric
Overall
Target
Metrics
Source
Actual
Results
Change
Send
data to:
Contract values and
number signed onsite
200
Sales &
Marketing
Platform
237 +37 Sales
Meetings held onsite
with executives
120 Hubb 133 +13 Marketing
Days to close after
the event
25 days
Sales &
Marketing
Platform
31 days +6 days Sales
EVENT OBJECTIVE: Move sales pipeline forward with larger & faster closing contracts

18. Step 3: When &
What
to Measure

19. When to measure
• Before, During and After.
• But it's the timing and
volume that matters…
• Measure what matters
(again)

20. When to measure
Before
Virtual Event
During
Event
After
Event
Registration
Attendee
Surveys
Social Media
Engagement
Perceptive
Survey
Attendee
Evaluations
UserID
Tracking
Attendee
Surveys
Sponsor &
Speaker Survey
Perception
UserID
Tracking

21. What to
Measure?
• Why do people attend?
• Value drivers YoY
• Sales
• Engagement

22. What are important metrics?
• Perception Shift
• Engagement Score
• Search Results
• Evaluation Results

23. Why measure
Engagement?
• Engagement is the value driver
• It’s the magic of events
• It greatly affects perception

24. Engagement Metrics
• # of Meetings by Type
• # of times visited the Community
• # of searches completed
• # of evaluations completed
• # of Chats
• # and Hours of Video Content Consumed
• # of times logged in
• # of pages viewed
• # of resources downloaded
• # of Sponsor Interactions
• # of Live Sessions

25. Tips and Tricks to get data from attendees
• Make the default opting-in to
share data at registration
• When is the best time to get
evaluations
• Customer advisory board

26. Step 4: Shout it
From the
Rooftops

27. Shout it from the rooftops
• Make it visual
• KISS (one/two slides)
• Make it timely
• Check back in later

28. TOP 10 SESSIONS BY VIEWS
# views
Event Dashboard Sample
TOTAL ATTENDEES # of Attendees
Objective 1
Objective 2
Objective 3
1
2
64
3
x%
x%
x%
GEOGRAPHY
United States
Western Europe
Canada
7
8
9 ATTENDEE ENGAGEMENT
VIP PROGRAM # of Attendees
TARGET MIX
Enterprise, x% Small-Medium, x%
COMPANY SIZE MIX
$xM Opportunity revenue
X DIAMOND
X PLATINUM
X GOLD
X SILVER Exhibitors, y#
Sponsors, x#
TOP 4 SPEAKERS
X %
of target
TRACK # of Logins
Total Videos
Watched
Total Hrs
Consumed
Evaluations
Submitted
Avg Time
Logged In
Avg # of
Chat
Messages
Executive 450 732 X X X X
Education 672 1805 X X X X
Sales 1310 3078 X X X X
Marketing 1643 2147 X X X X
Tech 1219 5004 X X X X
5 TOP 3 PRIMARY
OBJECTIVES

29. How to communicate your success to stakeholders
• Show your sponsors what they want
• Make it visual
• Make it timely
• Check back in later

30. LEADS BY JOB ROLE
Sponsor Dashboard Sample
TOTAL LEADS # of Leads
Objective 1
Objective 2
Objective 3
1
2
4
3
x%
x%
x%
GEOGRAPHY
United States
Western Europe
Canada
6
7 ENGAGEMENT BY TRACK
TOTAL BOOTH VISITS # of Booth Visits
Downloaded No Download
CONTENT DOWNLOADS VS. VISITS
X %
of target
TRACK # of Visits
Time Spent
in Booth
Content
Downloaded
Meeting
Requests
Sponsored
Session
Visits
Avg # of
Chat
Messages
Executive X X X X X X
Education X X X X X X
Sales X X X X X X
Marketing X X X X X X
Tech X X X X X X
5 TOP 3 PRIMARY
OBJECTIVES

31. Our Next Webinar!

32. Q&A
Allie Magyar
Founder & CEO
Hubb
Next Webinar: ​
Virtual & Hybrid Event
Sponsorship – October 7th