As Agencies, we are always looking at ways to measure effectiveness and ROI for our clients and campaigns. At a time when most of our campaigns are virtual experiences, measurement is just as important. Here is a list of over 30 ways to measure experiential campaigns, expos and events:
- Total number of attendees, visitors or participants
- Total number of attendees vs registrations (event drop off)
- Total number of interactions, samples or giveaways
- Dwell time (live or virtual)
- Sales generated directly at the experience
- Sales generated within a defined time at or after the experience
- Total overall sales related to the event (over product/service lifecycle)
- Redemptions of incentives or exclusive offers
- Attendee evaluations and event feedback
- Brand perception and planned action changes by attendees/ participants
- Time spent with the product or experience by attendees/participants
- Photos taken, sent or downloaded
- Material downloaded
- Questions asked/overall guest interaction
- Public relations impact (press coverage)
- Movement patterns through the experience, event or platform
- Digital engagement online before, during and after the event
- Engagement in specific on-site demos or digital elements
- Virtual competitions and leader boards
- Leads generated at or because of the experience
- Cost per sale
- Cost per lead
- Cost per sample
- On-site or on-line surveys or interviews
- Post-event surveys or interviews
- Other attendee evaluations and event feedback
- Facebook, Twitter and other social media activity
- Social media content and shares monitoring
- Website hits
- App downloads
- Net promotor score
- Badge-scanning and lead generation systems
- On-site staff with tablets, check-in or registration software
- Geo-location behaviour tracking technologies
- Sales based on pre and post event with and without the experience
- Overall KPI’s
This is by no way an exhaustive list, but may give you some other metrics to consider.
If you need any help with your experiential, virtual, in-person or hybrid events , at April5 we are happy to help.
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