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Explori to measure the impact of events on business objectives at International Confex

by Joe Gallop

Exhibition research provider Explori is to kick off the International Confex Keynote Theatre programme when the event returns to ExCeL London this week on 1-2 September.

Hosted by Explori’s associate research director, Guy Garside, and relationship manager, Alex Temple, the ‘Measuring the Impact of Events on Business Objectives’ session will explore the role that event data plays in helping event managers understand and demonstrate the impact of events programmes.

Explori recently conducted corporate research in collaboration with in-house corporate event planner network ICE and identified the ‘metric gap.’ It said one of the challenges facing event managers is capturing the metrics needed to decipher value and the impact of events in delivering business objectives.

Temple commented: “Measuring the impact an event has on wider business objectives has always been a challenge for planners. Anecdotal evidence or top line tactical surveys don’t give event managers the complete picture, yet we know 77% of organisers want the ability to benchmark event performance across their organisation.”

Explori said benchmarking across areas such as attendees’ future behaviour and their changing opinions and feelings give organisers a better understanding of the true value of their event in respect of the overall objectives such as lead generation or employee retention.

In the session Garside and Temple will aim to “cut through the jargon” and breakdown the subsequent challenges attained from data overload, drawing attention to audience feedback data.

By drawing on Explori’s Event Impact Playbook, the session will show ‘how to leverage your event tech stack’, providing direction on how to layer data from different technologies to deepen one’s understanding of the attendee experience.

Explori said it will break away from traditional methods of analysis by delving deeper into the potential of all data sources, such as engagement with content and connections made. It said currently only one in five event organisers measure the impact of events on their attendees’ future behaviour and brand awareness, which indicates a misalignment between the organiser’s needs and the insight they currently have.

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