As more companies use virtual events as part of their growth and engagement mix, it is increasingly important to be able to evaluate the effectiveness of the event. I have used virtual events multiple times and it is an element of our growth mix.
Simply having the event is not a success; you need to measure and evaluate it. Has the event been worth the time and resources devoted to it and should you replicate the event? How can you optimize future events so they have a bigger impact on your business? I read a recent article on MarketingProfs that offers some great advice on what you should track on your next virtual event.
Behavior
Unlike physical events, with virtual events you can measure much of the attendees’ behavior. You can see which content they interact with and how they engage with other attendees and speakers.
Engagement
By tracking attendee engagement, you see what worked and what did not, as well as seeing which potential customers you are most likely to convert. In a physical event, you assume the people playing on their phones are the least engaged. In a virtual event, you can see if they are progressing their slides with the presentation, asking questions, whether they clicked on links you provided etc. Continue reading “Evaluating your virtual event”
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