Congrats! Your event is over, the guests are gone, and the dust has settled. As your own personal party favor, you now have the privilege of sorting through the attendee and event data. Hopefully, you had enough foresight to align your registration platform and data collection with your overarching goal to help determine that elusive event ROI.
Now that you have your hands on this massive spreadsheet file, how do you tackle it? Here are some nifty things you can do with your event data report:
If you're using a registration platform that also sends your invitations and communicates with guests, you can track the email deliverability and open rate down to a specific domain. Why is this important? This will better your understanding of where and how you can most effectively communicate with your audience, helping you deliver future messages in the right way.
On to the next one:
One of the greatest benefits of examining event data is that it helps you better prepare for your upcoming events. Let's use staffing at check-in for an annual event as an example. Analyze your past report to see the # of guests that were added at the door, # of guests that declined but still showed up, what the busiest time frame was, etc... Use this knowledge to appropriately gauge the needs of your events. Thanks to your data, it's no longer a guessing game.
Build a 360 view of your individual event attendee by using the data acquired pre, during, and post event. Registration is the foundation for collecting basic attendee info. During the event, the way a guest interacts with your event is indicative of an individual's interests and preferences. Post event, measuring your social media presence will help measure guest engagement. These insights will help you create more successful events that cater directly to your target demographic.
What worked... and what didn't:
The ability to innovate and take risks is the best part of being an event professional. However, it is important to acknowledge what was a success, and what was a bust. Sure, the clown you hired ended up scaring people, but everyone loved the photobooth! While you may love an old fashioned hard copy guest list... check-in really went much faster with a mobile solution. Evaluating strengths and weaknesses helps you fine tine your events into amazing affairs.
The bottom line:
Events are thrown for a reason. Whether you're trying to raise funds for a campaign or generally foster goodwill towards your brand, your event has a purpose. How can you know if you accomplished your goal? Your event data measures ROI while simultaneously giving you insight into the "who, what, when, where, why" that you can put to good use for future events.
These are just a few of the benefits you reap from event data. Pretty crazy right? Take a good look at your report and use it to transform your events!
Want to learn more about turning your event into a data collecting machine? Contact the experts at Event Farm now!