The DataHero Blog

Essential Metrics To Track After Your Event

September 30th, 2014

Essential  Metrics To Track AFTER Your Event

You’ve just finished your big event. Everything went off without a hitch and your colleagues are congratulating you on a job well done. Now all that’s left to do is to start planning the next event, right?  Wrong. Don’t forget your event analytics.

Too many of us don’t spend enough time looking at the data from previous events, data that can lead us to serious improvements for future events. Event analytics not only allows us to get feedback on how an event impacted the company, but also what attendees thought of the event. How do I go about seriously analyzing my event data you ask? DataHero.

DataHero allows you to combine data from multiple services into a new dataset. Not only can you better analyze just your event data, but DataHero helps you see the overall picture by allowing you to combine data from various sources to better understand your event’s impact on the rest of your business. This allows you to answer questions like “how many leads were generated from an event” or “how did this event affect revenue” as well as more customer-centric questions like “were attendees satisfied with this event?”

Today, combining two different datasets is really simple, see our example below.  Just import your event report from Eventbrite, and then your Opportunities report from a CRM system, like Salesforce, into DataHero. Then drag on the common key (Email Address in this example) and DataHero will combine the two datasets to create a new dataset.

Eventbrite With Salesforce

Events can be held for many reasons. If you’re holding your event for the purpose of encouraging sales through lead generation, DataHero combines this sales and event data seamlessly.  A CRM tool, like Salesforce, allows you to track all your leads in one place, and you can tell that these leads came directly from an event. What you cannot do using only Salesforce is tell what kind of tickets those leads purchased, or what source they came from originally.

By combining Salesforce and Eventbrite data in DataHero, you can visualize the entire funnel, from the original source for an attendee, to turning that attendee into a lead. You can also look at deal size by ticket class and overall number of opportunities created from each event.

Eventbrite With SurveyMonkey

Finally, you don’t want to focus on attendees just as revenue,  you want to know what they actually thought of the event. You want to get some information from them, to tailor events to their needs in the future.

Eventbrite integrates with SurveyMonkey to make surveying your attendees after an event incredibly easy. They allow one click importing, as well as suggest survey templates to get the most out of attendee feedback. What do you do after you have that survey data though? Again, DataHero to the rescue. DataHero integrates with SurveyMonkey as well, so you can import those surveys of your attendees in a single click. Once your event survey data is imported, you can filter, segment and chart to discover answers to questions like “what was the most prominent job role in the VIP ticket class” for example.

Of course, visualizing your survey data is as versatile as the survey content itself, and DataHero is flexible enough to answer any question you have of your survey data.

Measuring the effectiveness of an event isn’t just about how it contributed to your bottom line, or by how attendees enjoyed it.   It’s by looking at your event data from both perspectives, sales and attendee feedback, that makes your event a success.  Learn how you can make each event better than the last.  Create your free DataHero account today, import your Eventbrite data and begin to analyze, combine, and chart your event data.

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By Kelli Simpson

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