Tips on how to calculate event marketing ROI using data gathering

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The success of an event marketing requires proper analysis of information, data and metrics provided by the attendee through event registration, lead retrieval, session tracking and exhibitor experiences which are gathered through different technology platform such as event website, email, social media, survey, mobile apps, Selfie Mirror Photo Booth, virtual reality etc  Here are some of the yardsticks to use to calculate your return on investment (ROI)

Online registration, Tickets sales, Website Referral:  Does the event planning platform has all the features you need for the event and does it keep your event cost low? The kind of cost to consider in this case may be the cost of printing invitation cards which can be reduced directly if you can send your event invitation through the event planning platform. Did your event experience an increase in the sale of tickets when compared to the previous events? Did the event have more exposure through a visit on the website to its users? Did the event platform help to spread your event to other referral or sales partner for maximum visibility and thereby increase the number of attendees? Do you know where your event customers are based? Can you track where you have most of your customers for an effective future plan for other events?

Increase mail pool, Social media mentions or likes and Brand Exposure: Were you able to capture and verify all the emails of the attendee before and after the event? Did you mine other data like phone contact that were not captured before or during the event? Did your brand social media followers or likes increase? Were your products mentioned online? Did your products get shared across most social media handle? Where you able to reach more people and spread the event beyond the venue? The event tech gadget deployed for this purpose with analytics received after the event should be able to help you come to a conclusion on ROI.

Whatever event data gathering technology that you decide to use before, during or after the event should help you get accurate figures on most of the points mentioned above. This is a goldmine for those that understand the power of the database.

About the Author: is the largest event platform in Nigeria and the only website till date that is solely dedicated to the event in the three most spoken local languages in Nigeria (Hausa, Igbo, Yoruba) apart from the official English language to promote an event, sell tickets or buy tickets online. A platform that helps your event to grow. Visit

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