LESSON 6:

EVALUATION OF
EVENTS
M
I PORTANCE OF EVALUATIONOF
EVENTS
The main purposes of evaluation of an events are:
⩥ To measure whether the event has met its
predetermined measurable targets.
⩥ To find out if the event meets the expectations of
all participants.
⩥ To keep track of feedback is important to improve
the success of your future events.

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Understanding the significance of
evaluation
Evaluation is usually disregarded after the event. However, evaluation gives
the organization various perspectives gained from the event management.
From the evaluation session, the event planners can learn from their
experience and gain deeper understanding of operational success, etc.

In the evaluation process, both clients and stakeholders in events insist a report
on how their resources have been used and to which extent objectives have
been accomplished.

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COLLECTN IG
Ineeds
NFOR
CollectingM A TI
O N
information for the evaluation process should not be dismissed and
to be conducted carefully and appropriately. The amount of information
depends on each event in terms of size, scale, participants etc. However, the
amount of information will exceed one's expectations even if it is such a small
event where there is no formal research conducted. The collected sources of
information should be well-analyzed, or else the analysis would be subjectively
done, i.e. based on someone's opinion. The analysis, of course, turns out to
invalid and worthless.

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Definition of
terms
1. BALANCED SCORECARD - tool used to evaluate performance using
qualitative and non-qualitative measures
2. QUALITATIVE FACTOR - component of a decision-making process that
cannot be measured numerically
3. QUANTITATIVE FACTOR - component of a decision-making process that can
be measured numerically
4. STAKEHOLDER - someone affected by decisions made by a company; may
include an investor, creditor, employee, manager, regulator, customer,
supplier, and layperson
5. STOCKHOLDER - owner of stock, or shares, in a business

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Apart from those sources of information, both qualitative and
quantitative data can also be used in the evaluation process asshown
on the table.
QUANTITATIVE DATA QUALITATIVE DATA
● Attendee statistics, including ● Attendee impressions
market segmentation data ● Interviews with attendees and staff
● Sales figures Financial reports ● Management notes
and accounts and commentary
● Economic impact analysis ● Social impact analysis
● Environmental impact analysis

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Visitor’s
impressions
In order to make all the visitors feel comfortable at the events, it is important to
examine visitors' impressions. Needless to say, visitors' impressions certainly
impact the success of the event itself. Taking into consideration those impressions
can assure that the event will satisfy visitors. It's accepted that, there are two sets
of participants: satisfied and unsatisfied .

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Satisfied and Unsatisfied
Participants
Satisfiers refer to things that satisfy participants such as the ambience,
excitement, social involvement, relaxation etc. On the contrary, unsatisfied refer
to things that make participants become dissatisfied such as the parking,
toilets, queues etc.
Therefore, one should fully pay attention to both judgments by doing some
research. In the research, participants' perception is uttermost and should be fully
paid attention to. Those factors that cause satisfaction should be well-identified
and advocated, and conversely those that cause dissatisfaction are supposed to
be reduced and improved.

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feedbac
kmatter of has
Feedback played a vital role in event organization and management. As a
fact, feedback is collected and assists the company or organization to
accumulate experience for the prospective events. Feedback should be
thoroughly handled.
There are several options to collect feedback from visitors, guests, participants at
the events such as the completion of forms, personal interviews, small focus
group etc.

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Measuring
reach
⩥
⩥
Reach is of two types — external and actual event reach.
Since events require massive external publicity-press, radio, television and other media are
needed to ensure that the event is noticed and the benefit of reach is provided to the client.
⩥ Measurement of external reach is possible by using the circulation figures of newspapers and
promotions on television and the radio.
⩥ Measurement of external reach should be tempered with the timing of the promotions as
effectiveness of recall and action initiated amongst the target audience is highly dependent on this
important variable. For example, releasing ads and promos one month advance should be considered
more as an awareness exercise for propagating the event concept, time, date and venue of these
owe to the audience.
⩥ The measurement of the actual reach of an event is relatively simple. The capacity of the venue is a
figure that provides the upper limit for the actual reach. Ticket sales or numbers of invitees are also
direct measurement tools. Registration of participants and requests for filling in questionnaires are
also common methods of measuring the actual reach of an event.

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Measuring
interaction
In most event categories, compared to reach, it is much more difficult to access
the interaction between the audience and the event and the benefit that
accrues to the client. A certain amount of quantifiable data can be of help in
measuring interaction for an event from the clients’ point of view.

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Measuring
interaction
1. No. of interaction points: The no. of direct and indirect interaction points
that have been planned and arranged for an event provide the first
important measurement tool. The greater the no. of interaction points the
better for the client.

2. No. of interactions: The opportunity for interaction between the client and
the audience before, during and after the event is also a very tangible
measurement criterion. The greater the opportunity for increasing the no. of
interaction, the better for the client.

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Measuring
interaction
3.Quality of interactions: One-way or two-way communication during interaction
has a profound impact on the quality of interaction that takes place. The
quality of interaction is perceived as good when there is an avenue for two-
way interaction

4.Time duration of interaction: Every event has a limited time period within which
both benefits the other issues such as controversies are effective. The amount of
time that is available for interaction is very important in that the greater the
duration of the interaction, more are the chances that there are some meaningful
and decisive interaction between the client and the audience.

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Your Step-By-Step Guide to Measure Event ROIMore
Effectively
Step #1: Learn how to calculate event ROI
For events aiming to turn a profit from their ticket or registration sales, calculating
ROI is very straightforward. Simply subtract the total cost of your event from the
total sales revenue and then divide by total cost of the event. The result is expressed
as a percentage, which you multiply by 100.

[(Total Sales Revenue – Total Cost of the Event) ÷ Total Cost of Event] X 100 = ROI

This simple calculation is all you need to determine the profitability of your event. If
your ROI is 100 , that means you doubled your investment.

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Your Step-By-Step Guide to Measure Event ROIMore
Effectively
Step #2: Identify the primary goal for your event
ROI is meant to measure revenue compared to cost. But for events that generate sales leads for a
business or raise awareness for a cause, ROI can be adjusted to measure the net value of your efforts.

What is the ultimate goal of your event? To generate qualified leads? Attract new employees? To
build awareness or launch a new product?

After making a list of all your goals, whittle down your answers to just one primary goal — the most
important. The remaining goals are good to keep in mind, but won’t be what you measure your success
against.

For example, if you’re organizing a fundraising event for a charity, your primary goal might be to raise
funds, but a secondary goal could be increasing awareness for your cause

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Your Step-By-Step Guide to Measure Event ROIMore
Effectively
Step #3: Set measurable objectives related to your goal
Once you have your primary goal set, you’ll need to outline the specific steps needed to achieve the
desired outcome.

Let’s say your primary goal is building brand awareness. You’d want to measure things like the
number of people attending your event and the amount of press and social media coverage you get.
Your objectives might include attracting 2,000 attendees, attaining 1,000 social media followers, and
securing 10 press mentions.

Even something as seemingly intangible as increasing community spirit can be measured by the right
means. For instance, you could poll attendees about their community sentiment before and after the
event, then look at the net difference.

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Your Step-By-Step Guide to Measure Event ROIMore
Effectively
Step #4: Gather data and track your progress
Whether you’re using a traditional revenue-based ROI model or measuring something else, now you
need to choose how you’ll track your performance.

Start with the event technology you use to run your event, which already gathers an incredible amount of
insight. Your event ticketing and registration partner, for example, should help you capture information like
the number of tickets/registrations sold, your revenue from sales, the number of no-shows, and more.

From there, you can leverage a wide variety of tools to track your progress. Online surveys, for example,
can help you measure attendee satisfaction. A CRM like Salesforce can track leads generated from your
events. If you use Eventbrite, check out the 170+ integrations that let you easily gather and sync data
with your events.

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Your Step-By-Step Guide to Measure Event ROIMore
Effectively
Step #5: Analyze and understand results
Once you’ve captured data related to your goal and objectives, it’s time to understand the results.
The data you gather will tell you quite a bit about your event’s success by itself, but working with that
data can give you an even deeper insight into your ROI.

For example, let’s say your event captured 80 qualified sales leads and your target was 50. Now you
know you exceeded your goal by 60 . Taken a step further, you can calculate the cost per lead by
dividing the cost of putting on the event by the number of leads you got. In this example, your lead gen
event had a positive return on your investment — even if you didn’t directly generate revenue.

When looking at your event expenditure, don’t forget to include the man hours you and your team put
into it, even if you didn’t pay your staff extra for their involvement. This will give you a more accurate
idea of the true cos

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What can you do with a virtual event
platform?
1. Virtual events
It wouldn’t be a virtual event platform if you couldn’t host virtual events on it.
The kind of event you host can range from small, exclusive webinars to large
get-togethers that include thousands of people from around the world.

Basically, we’re talking about any virtual event that features one or more
speakers and an audience that tunes in to listen and learn, but not necessarily
speak themselves.

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What can you do with a virtual event
platform?
2. Q&A Sessions
A proper virtual event platform will feature an integrated Q&A system so that
attendees can ask speakers and/or moderators questions at specific times during
the virtual event.

It doesn’t matter what kind of event you’re hosting, in-person or virtual, audience
engagement is key. But gatherings hosted over the internet need to pay special
attention to engaging audiences as attendees can easily log off and do something
else when they get bored.

A Q&A session is a great way to engage your audience and bring value to them
during your virtual event. When selecting a virtual event platform, make sure it has
this feature.
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What can you do with a virtual event
platform?
3. Audience Chats

You’ll want to choose a virtual event platform that allows attendees to ask
speakers questions at appropriate times. But don’t forget about audience chats,
too!

Many people attend events to network with their peers. This can be difficult to do in a
digital setting — especially if a convenient chat option isn’t provided. Select a virtual
event platform that enables attendees to talk with each other, as well as speakers and
admins.

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What can you do with a virtual event
platform?
4. Interactive Workshops
Interactive workshops, also known as breakout sessions, are usually small trainings
that allow attendees to get “down and dirty” with specific topics, ask questions, and
otherwise participate much more than they can during standard keynotes.

During an interactive workshop, attendees should not be muted and encouraged to

engage in back-and-forth dialogues with moderators and other viewers. Make sure
the virtual event platform you invest in will allow you to host interactive workshops.

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What can you do with a virtual event
platform?
5. Audience Polls
Another way to keep your audience engaged during a virtual event is to ask
them questions via a digital poll. Most virtual event platforms allow for some
kind of questionnaires that can be distributed before, during, or after the virtual
event in question.

What should you ask your attendees? Anything you want! For example, ask them
what session they’re looking forward to most or how to improve your next virtual
event.

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What can you do with a virtual event
platform?
6. Live streaming
The best virtual event platforms will allow you to host your event on a specific
website and stream your sessions to social media and YouTube.

By integrating your event platform with various social networks, you’ll be able to
engage more people and expose your company brand to a wider audience. Select a
virtual event platform with this feature.

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