Читать книгу Event Success - Alon Alroy - Страница 14

We live in a world where everything can be measured, especially if it takes place in a virtual setting. With new virtual platforms, events are becoming powerful data generators, and the utilization of this data is key to event success. Furthermore, event success and ROI have long been tied to quantitative metrics like attendee and registration numbers, or square footage of exhibition space, rather than qualitative metrics, like engagement, lead generation, and brand affinity. In most other industries, such metrics are seen as vital benchmarks and tools for optimization, for understanding the audiences' needs and habits, and for improving the quality of the product.

As we emerge from the pandemic into an age of virtual and hybrid events, data will begin to play a much bigger role in measuring, optimizing, and ultimately scaling event success. To some, these changes might sound intimidating, but we encourage everyone in the industry to see this evolution for what it is: an opportunity for events to become more purposeful, more impactful, more demonstrably valuable, and more efficient in achieving their stated aims. Though the disruption of the pandemic was a shock to event professionals, we will (and are already beginning to) look back at that moment as a key enabler of innovation in an industry that was in desperate need of change.