Measuring return starts before the event: define what success looks like. Formulate two to three concrete goals, for example higher staff satisfaction (+10%), 20 new sales opportunities or a pride score of 80%.
Then measure on three levels. Right after the event, run a survey on the experience. For the business result, look at pipeline, contracts and absenteeism figures. The long-term effect you measure three months later. Events without predefined goals are always hard to assess.
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