Events still take up a large proportion of many company’s marketing budgets and are not always subject to the same ROI scrutiny as other activity.
On Event Industry News, Jennifer Hawkins of DoubleDutch (who admittedly has a vested interest in event ROI) discusses how to make events more measurable.
Measuring return on investment (ROI) has long been the key factor in determining the success of any type of campaign. Being able to demonstrate just what you have achieved as a result of your financial commitment is not just common sense, but also human instinct.
As technology continues to shape the way events are delivered, it brings with it new ways to monitor ROI. However, like any new development we must first learn how to use the technology and interpret its results.