By Brandon Rafalson
We know that events are effective, we know that they’re popular and if you are reading this post, then there’s a good chance that you are a believer in the power of events, too. However, for much of the history of events it’s been difficult to judge just how effective and powerful events can be. The ability to track, attribute and analyze event ROI just wasn’t there before.
Without concrete numbers to back their strategies, event marketers were left with hunches and superficial statistics to justify their event strategies. This event generated X amount of revenue from registrations. X amount of people became customers at this event. Our logo got in front of X amount of eyes at this one.
While those metrics served a purpose, they failed to tell the full story of an event marketing campaign and in doing so created a fragmented picture of event success.
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