The words “Event ROI” are thrown around as often as “YOLO” or “TBT”, but there are still very few easy ways to know how your event is going beyond who registered and how many of those people showed up. You can start to see deals closed or pipeline influence 30 to 60 days later, but you need something to tell your boss the minute it’s over. You need a leading indicator.
In Google Adwords you know who viewed and clicked your ad.
In email marketing you know who opened and clicked your emails.
Event organizers of the past were able to get by on gut feeling and experience alone. Today, we have the power of Live Engagement Marketing to make informed decisions, demonstrate success and prove ROI.
What is an Energy Score?
Attendees interact with the Live Engagement App - giving you information about themselves - how connected they are to their peers, how they’re feeling about the event, if the content is resonating, which speakers inspire them, and so much more. We can use those self-expressed data signals to measure the overall energy at your event as well as the energy of your attendees.
How Do You Calculate Energy?
There are different types of interactions attendees take to show you where they are in your “Live Engagement Funnel”.
For The Live Engagement Tour, we focused our funnel on the actions an attendee would take at an external, corporate/user conference. Similar to how we would normally score leads based on web-behavior, we used our Marketing Automation Software, Marketo, to assign points to each of the in-app actions that fall into these buckets. “Live Views” which are passive actions, got the least points, and each subsequent bucket got more.
How Does DoubleDutch Use The Energy Score?
We used this Energy Score for the first time at The Live Engagement Tour.
Our first stop was New York City with an average energy score of 26. We had a hunch that if we made changes to the event to influence and improve the experience we could increase the Energy Score as a leading indicator of ultimately achieving our event goals.
Heading into the DC event, we made several key changes focusing on the environment, content, and app. In DC, the feeling was different... in a good way. In fact, we could feel the energy transform and the measured energy score showed that as well.
Continuous improvement. We still have 5 more stops on The Live Engagement Tour and we’re going to continue making changes and testing how they impact the event by keeping an eye on the data.
For the first time ever, we hope to be able to predict event success in-the-moment without having to be there in-person to feel it.
This is the first ever, Live Engagement Marketing event and we’re excited to share our story with you.