Expo! Expo! IAEE’s 2024 Annual Meeting and Exhibition delves into the inner workings of exhibitions and events, offering six unique learning tracks from industry leaders such as Kyle Jordan, CAE, CEM-AP, CMP, DES, Informs (Operations Research Institute) Conference Director Research and Management Sciences). Kyle will chair the meeting, The importance of data in demonstrating the value of exhibitions and events.
A challenge that exhibition and event organizers often face is how to effectively measure the success of their events while quantifying and communicating ROI (Return on Investment), ROO (Return on Objective) and ROE (Return on Event).
Kyle will outline several strategies for measuring customer (i.e. member, participant, etc.) satisfaction, including Net Promoter Score (NPS), which provides a unique perspective on brand loyalty. He will also explain the importance of evaluation data and how organizers can demonstrate and leverage the true value of their events.
You’ll detail various ways to measure campaign success, including ROI, ROO, and ROE. What makes these three values a winning combination for evaluating the success of an event?
Together, ROI, ROO, and ROE provide a complete view of event success by capturing financial results, alignment with event goals, and overall attendee experience. Using this combination ensures we don’t just focus on the numbers, but how effectively the campaign resonates and impacts the audience.
You’ll also teach how to measure customer satisfaction using tools like Net Promoter Score (NPS) to assess attendee loyalty. How is the NPS involved in the evaluation process and how can organizers effectively apply this information to improve their events?
NPS is a great way to measure attendee loyalty and get a clear picture of overall satisfaction. By analyzing feedback, organizers can understand what is working and what needs improvement, helping them make informed decisions to enhance future events.
Additionally, participants will explore how evaluation data can be used to demonstrate and enhance the value of their activities. In your research, what are some of the more surprising advantages organizers discovered when integrating this data?
Evaluating data can uncover unexpected attendee preferences, which can help show organizers tailor future content and experiences more effectively. A surprising advantage is that it can also highlight hidden engagement trends or counterintuitive data, which can debunk assumptions and help improve the overall attendee experience.
What sparked your passion for this subject? Why is this information so important in today’s business environment?
To be honest, I’ve always been a nerd who hated math, but I discovered that I’m actually pretty good at data. What fuels my passion is seeing how attendee feedback drives positive change. It’s a satisfying and intelligent thing to hear, “I can’t believe you actually read my evaluation.” In the end, this is what we strive for as show organizers – to do good business for our organization and create a great experience for our attendees.
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