Event analytics are a crucial way for event organizers to look at multiple aspects of their event using all types of data and assess the health of their meeting. The ability to collect valuable data from attendees is only becoming easier with online registration and technology being utilized more and more to monitor attendee behavior.
While the accessibility of information and data is great for event organizers, there is more to event analytics then just collecting the information. The amount of data you are able to collect can be overwhelming and if you want results from the information you gather, it is important to start with the right information.
To make the most out of your event analytics and get the data your need, be sure to watch these 5 aspects of your event:
Online Engagement and Conversion Rates
Start by looking at your marketing campaign efforts and analyze performance. Monitor how much traffic is coming to your website, what pages are being visited, and the amount of time spent on each page. This information can be evaluated to gain a better understanding of the aspects of your event website that are working or what you might need to change to keep visitors there longer.
You can also use this information to see how visitors are finding your event website; How many visitors are converting to registrants after visiting your site? All of this information and data is extremely valuable and can help you improve your event marketing and digital presence.
Registration Demographics and Completion Rate
Don’t miss out on all the relevant information you can collect from attendees during the registration process. Remember to include questions about attendee demographics and interests within the registration form and use this data to segment your data and analyze it further. This way you can assess if certain attendee segments are increasing or shrinking based on demographics or interest areas.
The registration form isn’t the only valuable source of data. Tracking users that started registration but did not complete it and knowing what page they left the registration process can be very useful information. For example, if users are starting registration but leaving the page once they get to the sessions agenda, they may not be ready to commit to registering but were interested in what session content is being offered. To decrease the number of abandoned registrations, you may consider moving the session agenda to your main event website so users can view this separately from the registration form. You can also do follow-up marketing to those people who abandoned the registration process mid-stream.
Event Mobile App and Session Engagement
There is a vast amount of valuable information that can be gathered from your event’s mobile app and the types of data can vary depending on the platform you are using. Most mobile apps can give you more than enough information about your event and its attendees that including a mobile app is an important feature to have.
The number of active users on your event’s mobile app will first tell you what portion of your attendees are providing feedback so you can gauge this information correctly.
Analyze the behavior of the attendees using the mobile app to better understand the content they are most interested in and how they are connecting with other attendees through direct messaging or the social feed. Look at what attendees are adding to their agenda’s most to see what is popular and what might not be working and apply this information when thinking about next year’s event.
Poll attendees through the app to see if they enjoyed the sessions they attended. Cross reference this data with various attendee types to see if certain groups preferred one type of content over another group.
You can also scan attendees as they enter and exit sessions to see how long they stay in a session. Use this data to see which sessions are popular and may require a larger room next year. For less popular sessions, consider dropping them from the schedule or offering them only to a specific attendee type that would be interested.
Attendee Survey and Feedback
The information you gather from an attendee survey can provide insight you wouldn’t normally get from looking at other event analytics. Attendees can sometimes be your most valuable source of information and it is important to listen to their feedback and know how to apply it in a useful way. The survey can be as simple as asking attendees to rate your event on a scale of 1-10 or you can ask more specific questions about multiple aspects of your event. You can include an attendee survey in your event’s mobile app or send an email to them afterwards asking them for their feedback.
The feedback from the attendee survey can be used to identify your event’s promotors, or people that will help spread the word about your event and could have a positive influence on prospective attendees. Once you have identified attendees that are passionate about your event, reach out to them to see if they would like to be included in next year’s event brochure or possibly interviewed for your event website. On the other hand, the survey can also help you identify aspects of your event attendees were not happy with or ideas for what they want to see in the future.
Post-Event Attendee Behavior and Internet Analysis
Your event may be over but there is still information and data to look at that can help you be successful in the future. Compare information like the number of new attendees vs. past participants and segment this data to identify any trends. Use the ratings attendees have given on sessions and speakers to figure out which aspects of your event’s agenda people enjoy and what isn’t of interest to your attendees.
It is important to stay focused when looking over your event analytics and not to get lost in all the data you collect. These five aspects of your event can provide relevant and beneficial information that will help you reach the goals you set for your event and give you better insight for the future.
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