Uncovering the Top 5 Technology Trends in Measurement for

Meetings and Conferences Today Presented by Roger Lewis

About the Speaker Roger Lewis

•  Executive Vice President

•  17 years of industry experience

•  Cajun

•  Background in Technology & Metrics

•  Featured Inc. 500 and Forbes

•  rlewis@alliancetech.com

Introduction to Measurement

“the process of quantifying”

WHAT IS IT?

Today’s Do’er is

Tomorrow’s Unemployed

because if you’re doing what you’re told, you are not doing your job.

- Allen Reichard

Tactical Abyss

The Anatomy of an Event

Surveys Vendor

Management Hotels Registration/

Badging

Content / Agenda

Sponsorships Venue Management

Exhibit Floor

Lead Capture

Attendee Tracking

Value of Measurement

The real value of event metrics is two fold:

1. To demonstrate YOUR over-all value to the organization.

2. To demonstrate the EVENT’S over-all value to the organization

2 big faux pas

E

1: Define clear, measureable

objectives that produce value.

2: Identify the most effective

way to measure each objective.

3: Determine success range

and value.

4: Obtain tools, technology, expertise to

collect, analyze, identify, report.

5: Collect and analyze event

data.

6: Review results, formulate

recommendations.

7: Communicate results and

recommendations both up and

down.

Measuring Value

1st Rule of Metrics

Establish clear objectives

(Relate objectives to company bottom line wherever possible)

2nd Rule of Metrics

Event Type guides objectives & goals

Types of Events •  Sales

•  CPE / Training

•  User conferences

•  Partner conferences

•  Executive

•  Product launches

•  Road shows

•  Exhibit at Tradeshows

Common User Conference Objectives

•  Educate & Increase User knowledge

•  Grow Event and User Community

•  Maintain or Increase attendee satisfaction

•  Build Brand Loyalty & reinforce Brand Image

•  Grow Account Revenue

3rd Rule of Metrics

Determine success ranges

Determine the most effective way(s) to measure each

objective

4th Rule of Metrics

Top 5 Trends in Technology for Measurement

#1 One consistent lead management solution

Consistent solutions

•  One solution for all meetings & events

•  Consistent qualification survey

•  Enhanced lead generation

•  Consistent measurement

#2 Event to Event Metrics

Consistent set of metrics to compare event to event

•  Qualification Surveys

•  Leads

•  Cost per lead

•  Sales conversions

•  Identify your most valuable events

Sample Executive Dashboard

#3 – The Green Transformation

Electronic Data (The Green Transformation)

•  Meeting Agenda

•  Real-time electronic surveys

•  Speaker / Session Surveys

•  Conference Evaluations

•  Polling

•  Mobile Solutions

Real-Time Survey Dashboard

Profiles of Attendees

#4 Social Media

Online technologies and practices that people use to share opinions, insights, experiences whereabouts and perspectives with each other.

What is it?

MPI WEC #WEC09

Networking – #2 reason attendee come to an events

Why is it important?

Objectives •  Grow user community •  Build brand loyalty •  Increase user

knowledge

Twitter and measurement…

Attendee Interaction

miXray

#5 Marketing Intelligence

What is Marketing Intelligence?

Sample types of data:

•  Lead

•  Surveys

•  Attendee interest & preference

(#1 Indicator for purchase intent – RFID)

The mining of disparate data sources to determine how these relate to the overall

purchasing decision process

Why is it Important?

•  Enhance event performance & ROI

•  Understand what is important to your audience

•  Obtain additional qualified leads

•  Number 1 Indicator of purchase intent

•  Increase revenue

RFID Technology

Data Visualization

1)  One Consistent Lead Mgmt. Solution

2)  Event to Event Metrics

3)  The Green Transformation (electronic data)

4)  Social Media

5)  Marketing Intelligence

Top 5 Trends in Technology for Measurement

Measurement – Goals and Tools User Group Event

Ways to Increase ROI and Revenue

Clearly understand event objectives &

value to the organization

•  Real-time Information

•  Visual mapping & behavioral analytics

•  Marketing Intelligence

•  Score cards

Sample -‘Executive Report Card’ Simplified executive-level event reporting and performance overview

SUCCESS FACTORS MODEL AVG. GOAL ACTUAL GRADE VALUATION

COST AVOIDANCE

Product-Level Meetings Executive-Level Meetings Leads Collection

N/A 8 0

250

10 2

1000

12 1

1250 B $12,000

THOUGHT LEADERSHIP

Article Coverage Press Briefings Speaking / Keynotes

N/A 125 30

2 / 0

125 30

2 / 0

155 35

2 / 0 A- $175,000

PROMOTIONAL EFFORTS

Product Demonstrations Partner Involvement Promotional Impressions

N/A 20 5

100K

20 5

100K

15 2

75K C $18,750

BUDGET Exhibition Spend Public Relations Spend Promotional Spend

$100K

$50K $40K

$155K

$25K $25K

$125K

$75K $40K

$150K $100K $50K

C -$300,000

STAFFING Exhibit Staff Meeting Staff Other Attendees

5 3 2

5 2

10

5 4

10

4 6

20 C- -$50,000

EVENT: ____________________ OWNER: _________________ DATE: __ / __ /____

GREEN = Exceeded Goal BLACK = Met Goal RED = Missed Goal

1)  Understand your business

2)  Understand your value to the organization

3)  Understand metrics for success

4)  Top 5 Technology Trends in Measurement are:

•  Consistent Lead solution, event to vent metrics,

going green, Social Media, & Marketing Intelligence

Summary

THANK YOU!! Roger Lewis

rlewis@alliancetech.com 512.320.5775