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What are the most effective ways to measure the impact of event feedback on future events?

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Event feedback surveys are a valuable tool to collect insights from your attendees, sponsors, speakers, and staff. But how do you use this data to improve your future events and measure your return on investment? In this article, you will learn some of the most effective ways to measure the impact of event feedback on future events, such as:

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Tamar Beck
David Hidalgo Ayala

Specialist in Meetings, Exhibitions, Events, Marketing, Business Strategy and Planning. CEO & Co-Founder Tree…
Viviane Oliveira

Especialista em Marketing & Branding | Estratégia, criatividade e posicionamento | Experiência com inova??o para marcas…

1 Setting SMART goals

Before you design and distribute your event feedback surveys, you need to have clear and specific goals for what you want to achieve with your data. A useful framework to set your goals is the SMART criteria, which stands for Specific, Measurable, Achievable, Relevant, and Time-bound. For example, a SMART goal for your event feedback could be: Increase the net promoter score (NPS) of our annual conference by 10% in the next year by implementing the top three suggestions from our attendees.

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David Hidalgo Ayala

Specialist in Meetings, Exhibitions, Events, Marketing, Business Strategy and Planning. CEO & Co-Founder Tree Alliance President of @PCMA Mexico Chapter Board Member of COMIR (Mexican Council for the Meetings Industry)
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Me encantaría que todos pudieran sumar la S, de Sustentable/Sostenible. De todas las tendiencias que en los últimos 10 a?os han aparecido, la Sustentabilidad es la más rezagada, y si, la más urgente. Incluso la IA que es nueva se preveé sea más rápido adoptada que la Sustentabilidad de manera general. Si tu NPS lo consideras importante, considera esto.

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2 Choosing the right metrics

Depending on your goals, you need to choose the right metrics to track and analyze your event feedback. Some of the most common metrics for event feedback are: satisfaction, loyalty, engagement, learning, and behavior change. You can measure these metrics using different types of questions, such as rating scales, open-ended questions, multiple-choice questions, and follow-up questions. For example, to measure satisfaction, you can ask your attendees to rate their overall experience, the quality of the content, the venue, the catering, and so on.

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David Hidalgo Ayala

Specialist in Meetings, Exhibitions, Events, Marketing, Business Strategy and Planning. CEO & Co-Founder Tree Alliance President of @PCMA Mexico Chapter Board Member of COMIR (Mexican Council for the Meetings Industry)
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Como recomendación, elije las métricas que te ayudan a mover la aguja, las que te ayudan a medir tu transformación, y aquellas que te dan visibilidad respecto a lo que tus clientes estan demandando. Agregaría, determina métricas, que te muestran como vas migrando de una empresa de servicios operativos a servicios de alto valor.

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Melody K.

License Health Agent ?????? Educational Psychology
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Yes! Measuring event feedback is as simple as using questionnaires or surveys. Some of the feedback will be excellent and resourceful. Other feedback might seem confusing or hard to take. You don’t have to consider every single feedback, just the most important and reasonable ones.

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Nick Borelli

Empowering Event Pros With AI
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Consider using generative AI to help sort through the feedback you get in order to organize it in actionable ways. Have it give you a sentiment analysis. Sort the data into different event elements. Ask it to give the top 3 easiest to fix issues and the top 3 that are central to your mission. This will help you get tangible results.

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3 Comparing and benchmarking

One of the best ways to measure the impact of event feedback on future events is to compare and benchmark your results with previous events, industry standards, and competitors. This will help you identify your strengths and weaknesses, as well as the areas where you can improve or innovate. For example, you can compare your NPS with the average NPS of similar events in your niche, or you can benchmark your engagement metrics with the best practices of your peers.

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David Hidalgo Ayala

Specialist in Meetings, Exhibitions, Events, Marketing, Business Strategy and Planning. CEO & Co-Founder Tree Alliance President of @PCMA Mexico Chapter Board Member of COMIR (Mexican Council for the Meetings Industry)
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Dise?a métricas que te den visibilidad en los lados oscuros del negocio. Por ejemplo, los perfiles de clientes que no atraes, las cargas operativas en áreas de servicio interno, tiempos de desarrollo de propuestas, utilidades escondidas en productos secundarios, etc.

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4 Taking action and communicating

Collecting and analyzing event feedback is not enough if you don't take action and communicate your findings and improvements to your stakeholders. You need to create an action plan based on your data, prioritize the most important and feasible changes, and assign responsibilities and deadlines. You also need to communicate your results and actions to your attendees, sponsors, speakers, and staff, and show them how you value their feedback and how you use it to enhance your future events. For example, you can send a thank-you email with a summary of your feedback, a blog post with your key takeaways and learnings, or a social media post with your testimonials and success stories.

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Tamar Beck
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Make sure you share your action plan with a) the people who gave the feedback and b) the wider community. Demonstrating that not only do you invite feedback, but you pay attention to it and you take action off the back of it. This feedback loop will encourage people to continue to engage in the process. Once the changes/improvements have been implemented, get feedback on those - what worked, what didn't etc. You might want to do this kind of detailed analysis with a small group of stakeholders.

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Viviane Oliveira

Especialista em Marketing & Branding | Estratégia, criatividade e posicionamento | Experiência com inova??o para marcas ic?nicas
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Utilize uma variedade de métodos para coletar feedback dos participantes, como: pesquisas pós-evento, entrevistas individuais, grupos específicos e análise de redes sociais. Defina objetivos específicos, identifique as mudan?as necessárias e atribua responsabilidades e prazos para cada a??o. Execute as mudan?as planejadas de acordo com o plano de a??o estabelecido. Comunique os resultados da análise de feedback e as a??es tomadas aos stakeholders relevantes. Mantenha um ciclo contínuo de feedback e melhoria, incentivando os participantes a fornecerem feedback antes, durante e após os eventos. Isso ajudará a garantir que você esteja sempre alinhado com as necessidades e expectativas do seu público.

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Chauffeur Sri Lanka By Dohansa Lanka tours

Chauffeur Sri lanka by Dohansa Lanka Tours| Personalize tour Organizer in Sri Lanka
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Congratulations on my 15-year journey in the hospitality industry! "After 15 years of dedicated service in the hospitality industry, I'm thrilled to have reached a silver lining! My honest hard work has brought me to this milestone, and I'm proud to have gained the experience and expertise needed to start my own small travel business. It's an incredible feeling to be able to serve my guests with pleasure and make their travels truly unforgettable. I'm grateful for the opportunity to pursue my passion and can't wait to share my love of travel with others!"

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5 Evaluating and iterating

Finally, you need to evaluate and iterate your event feedback process to ensure that you are achieving your goals and making a positive impact on your future events. You need to monitor and measure your progress and outcomes, and compare them with your baseline and expectations. You also need to test and refine your survey design, distribution, and analysis methods, and seek feedback from your stakeholders on how to improve them. For example, you can use A/B testing to compare different survey formats, channels, or incentives, or you can conduct focus groups or interviews with your attendees to get more in-depth feedback.

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Viviane Oliveira

Especialista em Marketing & Branding | Estratégia, criatividade e posicionamento | Experiência com inova??o para marcas ic?nicas
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Antes de iniciar qualquer avalia??o é fundamental estabelecer métricas mensuráveis para seus eventos. Isso pode incluir indicadores como satisfa??o do participante, taxa de reten??o de participantes, gera??o de leads qualificados ou (ROI). Além de monitorar o progresso ao longo do tempo, compare seus resultados de feedback com benchmarks de eventos anteriores. Mostre que as opini?es e sugest?es dos participantes s?o valorizadas e levadas a sério pela equipe organizadora. N?o tenha medo de admitir e corrigir erros ao longo do processo. Use cada evento como uma oportunidade de aprendizado e melhoria, mesmo que isso signifique enfrentar desafios ou contratempos.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Nick Borelli

Empowering Event Pros With AI
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Consider augmenting the post event survey results with passive data collection that will help you have a better perspective of the entire experience. Passive data collection for an event can include technologies like facial analysis. The combination of passive and active data collection (surveys, live polls, focus groups, etc.) provides a much richer view of the impact your experience had. This will greatly enhance future iterations of your experience designs.

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What are the most effective ways to measure the impact of event feedback on future events?

1

2

3

4

5

6

1 Setting SMART goals

2 Choosing the right metrics

3 Comparing and benchmarking

4 Taking action and communicating

5 Evaluating and iterating

6 Here’s what else to consider

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What are the most effective ways to measure the impact of event feedback on future events?

1

2

3

4

5

6

1 Setting SMART goals

2 Choosing the right metrics

3 Comparing and benchmarking

4 Taking action and communicating

5 Evaluating and iterating

6 Here’s what else to consider

Live Events

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