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You are here: DIME Home > Business > Using Event Software to Monitor & Analyse Your Event Success
Author: Kate Oxton
Date: Nov 27, 2009 - 11:25:42 AM
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Managing events has always been a very time consuming and complex area. Given the backdrop of the current economic climate, event organisers must now also ensure that the events they are producing provide a high Return on Investment (ROI). The volume of events being organised has dropped since the recession, and the events that are still taking place have seen a fall in delegate numbers. Now, analysing events and ensuring they have a fast and concrete ROI is more important than ever.
There are many ways of analysing event success, but first event managers must understand why they are holding the event, and how they would class the event as a success:
Once event managers know why the event is taking place, they will have a better awareness of the metrics they must measure in order to evaluate its success.
One of the best ways of gathering information regarding an event is by requesting feedback from the delegates themselves. This can be done in a variety of ways such as talking to them at the event, giving them a feedback card to complete at the end of the event, or calling them after the event to ask them their opinions. However, one of the most effective and efficient ways of amassing this information is by sending tailored event feedback questionnaires via email, directly to delegates after the event. Email is a popular tool of choice for many event managers; it is fast, effective, inexpensive and a modern tool that the majority of people have access to.
Event managers can use event software to create the questionnaires online – built within their own website. An email is then automatically created to ask the delegate to complete the questionnaire (a link will be provided in the email). This is an excellent way of gathering the information from delegates; because the form is online on your own website, the data can be automatically populated into your event software application, removing any form of manual data entry. The event software can also be integrated with your CRM platform, automatically updating this as well.
Asking delegates to go online to complete the questionnaire also means that they are directed back to your website. If your event was trying to sell a product or create brand awareness, you can use this opportunity to direct them to the relevant page on your site, boosting sales and conversions – helping to further increase the ROI of your event.
Once you have gathered the feedback data, it is important that event managers are able to analyse it effectively. One of the common complaints from event organisers is that creating the post-event reports can often be more time consuming than organising the event in the first place!
This is where event software is able to help again. By automatically pulling in all the information gathered by the delegate feedback surveys, the event software not only removes the time involved in inputting the data, but it also means that reports can be generated with a click of a button. Event managers can choose between standard reports or create fully customisable ones based on a particular event.
Event software reporting tools can also measure other event metrics such as
Because event software uses the latest technology, all these reports can be created online, and can be split up or drilled down into, for a closer or more general view.
Using delegate feedback tools and reporting software can help make the event analysis process faster and easier for event managers. However, using these applications independently from one another may cause conflictions and IT issues. The best way to apply event software to your event planning process is to invest in a full end-to-end event management software application. Event management solutions traditionally encompass online feedback and integrated reporting, but also offer a host of other event software tools:
Using an all in one event management software provides the highest level of organisation and efficiency to event organisers. No longer do you need to manage all your event planning on a dozen different spreadsheets; using an all in one event software solution means you can automate many of your manual tasks and gain not only improvements in efficiency and control, but will benefit from a reduced cost of event planning; further increasing the ROI from your events.
View all articles by Kate Oxton
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