Expo! Expo! IAEE’s Annual Meeting & Exhibition 2024 takes a deep dive into the inner workings of exhibitions and events with six unique learning tracks from industry leaders such as Kyle Jordan, CAE, CEM-AP, CMP, DES, Director of Meetings for Informs (Institute for Operations Research and the Management Sciences). Kyle will present the session, The Importance of Data to Demonstrate the Value of Exhibitions and Events.
Exhibition and event organizers are often challenged to effectively evaluate the success of their events while also quantifying and conveying the ROI (return on investment), ROO (return on objective) and ROE (return on event).
Kyle will outline several strategies for gauging a customer’s (i.e. member, participant, etc.) satisfaction, including the Net Promoter Score (NPS), which offers a unique look into brand loyalty. He will also explain the importance of evaluation data and how organizers can demonstrate and leverage the true value of their events.
You will detail the various methods for evaluating event success including ROI, ROO and ROE. What makes these three values such a winning combination in evaluating the success of an event?
ROI, ROO and ROE together can offer a holistic picture of an event’s success by capturing the financial outcomes, alignment with the event objectives, and the overall attendee experience. Using this combination ensures we’re not just looking at the numbers but also how effectively the event resonates with, and impacts, its audience.
You will also teach ways to measure customer satisfaction using tools like the Net Promoter Score (NPS) to assess attendee loyalty. How does NPS play into the evaluation process and how can organizers effectively apply this information to improving their events?
NPS is a great way to gauge attendee loyalty and get clear insights into overall satisfaction. By analyzing the feedback, organizers can see what’s working and where improvements are needed, helping them make informed decisions to enhance future events.
In addition, participants will explore how to use evaluation data to demonstrate and enhance the value of their events. In your research, what are some of the more surprising advantages organizers have found in incorporating this data?
Evaluation data can uncover unexpected attendee preferences, which helps show organizers tailor future content and experiences more effectively. A surprise advantage is that it can also highlight hidden engagement trends or counterintuitive data, which can debunk assumptions and help improve the overall attendee experience.
What fuels your passion for this subject, and why is this information so relevant in today’s business environment?
Honestly, I’ve always been a bit of a nerd who hated math, but I discovered I’m actually good with data. What fuels my passion is seeing how attendee feedback drives positive changes. Hearing, “I can’t believe you actually read my evaluation,” is fulfilling and smart business. In the end, that’s what we strive for as show organizers – doing good business for our organizations and creating great experiences for our participants.
