How and why to measure the impact of your online events and campaigns

mouakter11 · Post by **mouakter11** » Tue Jan 21, 2025 10:25 am

Did you know that approximately 70% of marketing professionals say that the most common metric to measure the ROI ( Return on Investment ) of an event is the number of messages generated and the reach achieved through social media?

More and more companies are opting to hold different types of events to promote their products and/or services and to promote them through the media and social networks. However, we still find many business owners or marketing directors who admit to not having established standards to measure the success of their events.

1- What to do before the next event, whether you are the organizer or sponsor?
Define the objectives
All objectives should be “SMART”: specific, measurable, attainable, realistic, results-oriented and defined within a time frame. Some basic objectives of the event could be:

Generate leads
Increase website traffic
Offer new products to attendees
Each event is different and the objectives will depend on what the company wants to achieve.

Define what to measure
Once the objectives have been defined, we need to specify what we are really interested in or what we want to measure. If we have defined the objectives correctly, this point will be very simple, we will las vegas email list be able to determine which data are of most interest to us . For example:

Number of mentions of the brand
Hashtag created especially for the campaign
Generated scope
Impressions
Engagement achieved
Most active participant ranking
Influencer ranking
Most mentioned words (Tag cloud)
Define how to measure
This is one of the most essential points. Now we know our objectives and what we will measure, but we still need to know how we are going to measure it, what technology or tools we will use to be able to measure the different data. Depending on the data we want to monitor, Google Analytics or the networks themselves can help us, but depending on the data we will need to invest in more professional and paid tools .