Nadine Vienne says that whether one looks at ROI or ROE (return on equity), there needs to be an evaluation of the measures that can be implemented and an examination of how data can be collected in the most effective way.
She has also looked at what value these measurements can offer organisers to better sell their events to board members and optimise returns from future events.
"Of course we can measure the result from the company point of view," says Vienne. "Usually, when a company gives you a project, they want to see what you will collect with it. So they are focussing on their personal interest in the collection of data.
"You can collect the number of visitors if it is a trade show. These kinds of figures are easy to collect [because of scanning technology]."
Vienne says there are many established ways to measure the number of leads or qualified prospects, whether through scanning systems, bar codes or apps.
She also points to the ease of being able to identify a delegate’s country of origin, the number of press articles that are written, and using quizzes and voting to measure knowledge on an issue.
"The company interest and result is important, but it is not enough if you don’t think about the participant's point of view," she adds.
"The event is not only about bringing results for the company, it is also about what the participants are really looking for, otherwise the event is not effective. So we have to match these two opposite objectives and sometimes it is not so easy."
Make sure your attendees are switched on
Vienne argues that the engagement of participants is key for events. "If we have people that are sleepy, looking at their phones or doing something else, we are not getting the best out of the event," she explains.
"In terms of numbers of visitors, if it’s not at the level you expected you can send follow up emails and calls, and use social networks to make sure people are coming.
"[In terms of] the mindset of people – there are many tools that can tell you what people are thinking, how people are feeling.
"And there are ways to measure emotions. Neuroscience is coming into the events industry, and it’s very interesting to experiment. There are other ways like facial recognition, but you can also ask questions on how they feel, what they like, what they don’t like."
Nadine Vienne was speaking at IBTM in Barcelona.
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