Spotlight 22: Evaluating your event's performance
An event organizer's job isn't over with the completion of the event. Some might even say the toughest task is yet to come—measuring the event's success and its ROI. As organizations worldwide invest heavily in events every year, they expect tangible, quantifiable results to prove the event's success. And they prefer solid data to define this success as opposed to just assumptions or guesstimates.
When you host your events with Backstage, you get access to two types of data—sales analytics and session analytics—to help you figure out your event's performance. Both are indispensable when it comes to calculating your event's success.
Sales analytics
Registrations are one of the most effective ways to measure your event's success. Not only do they tell you how much you've earned from the event, but they also tell you how successful your event marketing campaigns were. You can find the gist of your sales activities in the Sales summary tab of the Registrations tab. Here you'll get information like the gross sales, total tickets sold, and even the percentage of tickets sold in each ticket class.
A complete breakdown of your revenue from each ticket class—including those canceled, refunded, or bought at a discounted price—will also be available for you here. In addition, you can integrate Backstage with Zoho CRM to get more in-depth analytics and automatically calculate your ROI.
Session analytics
Session analytics is an easy and fail-safe way to ascertain attendee satisfaction. It tells you how much an attendee enjoyed a session (and as such, your event), how responsive they were, and how well they liked the speakers or panel. All of this, in turn, can help you make smarter decisions and improve the attendee experience at your next event.
Get detailed analytics for each session in the Sessions tab. By clicking the Summary option to the right of a session, you can learn how many attendees joined the session, what questions they asked, how responsive they were to polls, and what they thought about the session and speaker. You can also collect feedback from attendees using the session feedback form if you want them to answer specific questions related to your event.
Unlike sales analytics, for session analytics your attendees have to be active on the event microsite or the Zoho Backstage for Attendees mobile app for us to gather the data. So we suggest that you encourage your attendees to join the session either through the microsite or their iOS and Android devices. This is actually beneficial for both you and your audience. You get your data and they get a more interactive experience.
Unlike sales analytics, for session analytics your attendees have to be active on the event microsite or the Zoho Backstage for Attendees mobile app for us to gather the data. So we suggest that you encourage your attendees to join the session either through the microsite or their iOS and Android devices. This is actually beneficial for both you and your audience. You get your data and they get a more interactive experience.
For more information regarding event analytics in Backstage, visit the following pages:
Subscribe to our forum to be updated with the latest Backstage news. If you have any feedback or questions, please write to us at support@zohobackstage.com.
Happy organizing!
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