Home > 7 Steps To Measurement Success:

Seven Steps to Measurement Success:

1.   Define Measurable Objectives:

      To be measurable, objectives must be quantifiable. Defining objectives such as the dollar volume of sales influenced, quantity and quality of sales leads, speaker ratings, range of positive-to-negative perceptions, and increased brand awareness form a solid basis for authoritatively demonstrating the effectiveness of your events program.

2.   Develop a Measurement Plan

Methodology will differ, depending on the objectives being set and the type of event being measured.  Mapping out a plan detailing the survey method(s), target audience, and associated time frames is critical to a successful measurement strategy.

3.   Create Survey Instruments

Simply stated, you cannot analyze data you don’t capture. Questions, and the selections you offer, must be clear, concise, appropriate for your targeted audience, and crafted to avoid errors and bias. And, they must support your stated objectives.

4.   Capture Data

      Data capture is a deceptively complex step which requires a thorough understanding of traffic flow dynamics, timing, and potential use of incentives to achieve optimum results.

5.   Tabulate Results

Assembling the data, imputing results, calculating averages, and insuring the accuracy of cross tabulations, are all critical elements leading to a clear understanding of whether objectives were successfully met.

6.   Perform Business Analysis

Analysts with in-depth experience in events and business, scrutinize data to demonstrate event value and identify areas of success and those needing improvement.

7.   Produce Executive Report

The final step in the process results in a document that is appropriate for all levels of management, including the executive office. A professionally prepared report proclaims the value of the information presented and leads the reader through a process of discovery.