Virtual Event Reporting: Everything You Need to Know
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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.
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Virtual Event Reporting: Everything You Need to Know
- 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?
- 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
- 32. Q&A Allie Magyar Founder & CEO Hubb Next Webinar: Virtual & Hybrid Event Sponsorship – October 7th