This is the third and final article in a series about building the foundational pieces of your virtual event strategy. ICYMI, learn how to define your event goals and, based on those goals, determine what kind of virtual event to run.
When you think about what led you to pursue a career in marketing, what comes to mind? For me, it was the excitement around connecting people, building campaigns, telling stories, and creating (or changing) perceptions and behaviors.
You know what it had nothing to do with? Data.
Actually, numbers were never my strong suit. In college, I’d have to study for 12 consecutive hours the day before an accounting or statistics exam so all the formulas were fresh in my mind. (Choosing business administration as a minor was my way of finding a challenge.)
But as my career progressed, I began understanding the importance of data. Sure, connecting people, building campaigns, and telling stories are fun — but without data, how would we ever know if those things are actually creating or changing perceptions and behaviors?
So despite my previously apathetic relationship with data, I found time throughout my career to learn more about marketing data and how it could not only make my work better, but also prove impact.
Although it seems complicated and stressful, using event data to prove impact can actually be quite simple. The important thing to remember: Your event KPIs should always be based on your event goals. So with that said, let’s revisit the five common event goals we outlined earlier in this series, the unique data that should go along with them, and some universal metrics that should be collected no matter what your goal is.