All of us at Audience Metrix are delighted to be launching the first global Event Measurement Best Practices Survey (EMBPS) today.
After 35+ years in the event business, we can tell you with confidence that one of the particular challenges of being in corporate events is that nobody knows what you do. It is easy to find out who has the best price on a projector, but it is next to impossible to find out much about the business thinking behind the events themselves.
Call them conferences, meetings, lollapaloozas or what have you, their ambitions range from modest to grand, their audiences from fifty to small cities. Each one is different, purpose built to meet a challenge or maximize an opportunity. Some are repeated annually as proud focal points of the companies culture and proof of its prowess, others spring up to seize the moment and disappear just as quickly. Each requires armies of tremendously skilled and dedicated people, all of whom disappear the day after the audience departs like gypsies looking for the next carnival.
This survey is both timely and important. Timely because CMO’s are under unprecedented pressure to justify every line item in their budgets, including customer events. Important because for the first time, professionals from around the world will be able to compare their event measurement practices with a global sample of their peers.
The Event Measurement Best Practices Survey explores a wide range of issues including how companies measure ROI, how they set event goals and at what level of the organization goals are set, how they execute global measurement programs and how they use the data for planning. It also looks at some of the new technology that is entering the space – like QR codes and Geo-tracking – to determine how people will be incorporating these new tools into their measurement programs.
The survey is specifically designed to provide corporate customer event sponsors and managers with the opportunity to compare their event measurement practices with a global sample of their peers. In exchange for their participation, each respondent will receive a personalized copy of the results, enabling them to compare their responses with the group average on a question-by-question basis.
In exchange for their participation, each respondent will be able to opt-in to receive a personalized copy of the results, which will compare their responses with the group average on a question-by-question basis. We will also publish a Whitepaper, which will be available to the participants.
We are very pleased to be working with our survey provider, Qualtrics on this project. To help us to promote the survey, Qualtrics is featuring Audience Metrix as their Researchers Of The Month on Q-Munity, their blog, and will be co-sponsoring the Whitepaper. They make a great product and are terrific people to work with.
If you are involved in the event business – from either the agency or the client side, we would very much appreciate your participation. If you’re not, but know someone who is, please share this post with them.