New research by the In-house Corporate Events company (ICE) has revealed that events organisers are prioritising non-event related metrics as part of event performance measurement.
The research was made in collaboration with Cvent, a meetings, events, and hospitality technology provider, and also found that seven in ten in-house corporate events organisers identify proving return on investment (ROI) and data measurement as the top challenges they plan on addressing in 2020.
The research was published at Cvent CONNECT Europe. The research also showed that the ability for event organisers to measure non-event related metrics like impact on brand awareness, future behaviour, and company benchmarking, has been made more of a priority.
Research participants also revealed a want to increase data-sharing and communication between internal stakeholders, and a need to incorporate meetings and events into the overarching company strategy.
Currently, most events are analysed based on data including customer satisfaction and attendance. However, those in the study noted that non-event metrics like brand awareness and future behaviour were ‘extremely important’ in helping to show the value of events to internal stakeholders. 86% of respondents focused on the impact of the event on future behaviour although only 22% were able to measure it. In addition, whilst more than three quarters of respondents said that measuring the impact on brand awareness after an event was significant in proving the event’s value, only 21% actually used this metric.
Research also indicated that there is a link between being a proactive, responsive team, and feeling valued within an organisation; nearly 80% of respondents confirmed this.
Using technology to streamline processes and enhance data collection was marked as a top priority for 64% of respondents. The survey also found that teams of event professionals with the highest adoption rate when compared to both larger and smaller teams were made of six to ten people.
CEO and founder of ICE, Anita Howard, said: “These findings are a real insight into the minds of event organisers and their frustration over measuring and showing the direct impact, on their brands and businesses, of the events they create,”
“It should be reassuring though that most feel the same way, and it definitely suggests an underlying need for creating new methodologies for measuring events – something we at ICE are working on over the next few months.”
“There are three main topics that we’ll be looking to develop for the community moving forward including: A deeper focus on data metrics; collaboration and stakeholder engagement; and supporting innovation with the help of technology Innovation to improve systems and processes.”
“We are seeing an increasing professionalism in the way that in-house teams are thinking about what they do, and at ICE, we want to help organisers not only demonstrate the value of what they do, but also be able to prove it to both internal and external stakeholders,” comments Howard. “This is central to what we are trying to do here at ICE – empower in-house planners to shape the conditions under which they can create the greatest success for their businesses, their attendees, and themselves.”
Judy Elvey, Director of Marketing for Cvent adds: “Demonstrating the value of events to internal stakeholders has been an ongoing challenge for many in-house corporate event planners and this research provides valuable insight into what next steps can be taken to improve data collection and measure ROI. Meetings and events play an integral part of an organisation’s success and at Cvent, we provide the tools our clients need to prove not only the value of events, but also the value of the event organiser role. It is our goal to help elevate the in-house community and help them earn their seat at the boardroom table.”
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