Measure before, during and after the event. Direct metrics: number of leads, conversion ratio, order intake, media reach and NPS. Indirect metrics: brand perception (brand perception research), relationship depth and expertise position. Use registration data and attendee passes to track visitors. Send a survey afterwards. Compare results of event attendees with non-attendees. Define KPIs in advance, so you know what you are measuring. Most of the value of event marketing arises after the event, in the follow-up.
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