Event Measurement & Analytics Certificate

Now, more than ever, clients and stakeholders are bringing a laser-like focus to the R.O.I. of their events. With all the structural changes to the event industry wrought by the pandemic, decision-makers are scrutinizing how much money, time, and energy they invest in hosting, attending, exhibiting, and sponsoring events. And surveys alone won’t cut it. Instead, business leaders want valuable and actionable data that can drive decisions. But which data, where do you get it, and how do you interpret it?

This course will provide a step-by-step approach to mastering the art of event measurement, from event conception to post-event debrief. You’ll learn how to help stakeholders define event goals, identify ways to measure them and calculate an event’s Return On Investment (R.O.I.) for all stakeholders. In addition, we’ll explore how and where to collect the critical pieces of data you need, how to interpret that data, and, most importantly, how to craft and present a narrative about the event to your clients and stakeholders. You’ll leave this course well-versed in the lexicon of statistics and data analytics and feel empowered discussing your event’s performance and R.O.I. with senior leaders. 

Learning objectives:

Upon completion of this course, participants will be able to:

• Evaluate different data-driven ways to measure an event’s success based on stakeholder goals.
• Determine which key metrics you should include in your event dashboard.
• Identify event data sources, and create a plan for collecting and integrating them.

Calculate event R.O.I. and use it to tell a story about the event’s performance, including how well it helps the organization achieve its strategic goals.

Los socios de la EMA tienen un 20% de descuento aplicando el código "EMA20Spain".