Recognizing the Importance of Analytics for Online Events and How to Understand Them
Posted by on May 14, 2021 9:08 am
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If you don’t have a wide variety of webcast analytics at your fingertips, measuring how successful your online event was will be extremely difficult. You could get stuck in a webinar loop, wondering if your efforts are performing.
Webcast and virtual event analytics drive the actions of your marketing and sales strategies. Your teams need this data to make sound, strategic decisions and improve their overall performance.
We’ll show you which online event data points you need to track and how to understand them.
Event Registration Numbers
First, take a look at the total amount of attendees registered for your event. Next, compare this to the number of event leads you had. Is this comparison telling you anything?
Event registration numbers tell you how successful the marketing team efforts were. Additionally, at the end of the event, they can compare this total to the number of attendees converted into paying customers for a comprehensive understanding of their strategy results.
Remember to also look at the number of returning event participants! Repeat attendees show your team that they’re building strong connections with these leads.
Average Participation Time
Attendees can exit the webcast at any time during a virtual event.
Organizations must track their event’s average participation time to determine how well they’re keeping the attention of and engaging their audience.
If you see a significant attendee drop-off at a certain point in your event, review the webcast content to see what the problem could be. If you see a trend happening in your virtual events, the event length could also be the problem!
Post-Event Survey Responses
Post-event surveys offer both qualitative and quantitative data for your teams to review. Remember that the number of responses you receive is also a data point in itself.
If you receive a survey response from 85% of attendees, for example, this shows you created a lasting impact on the participants and that you retained their interest. If you receive responses from only 5% of your audience, however, something probably went poorly during your event.
Event Marketing Key Performance Indicators (KPIs)
It’s vital to also evaluate how well your event marketing strategy performed. Compare these analytics with the number of event registrations to see if there’s a big correlation.
Common event marketing metrics include:
- Web traffic – Review how much overall traffic your search, social media, email marketing, and other advertising efforts brought to your event’s registration landing page.
- Social media mentions – How many times did attendees, leads, or other accounts mention your event online?
- Email marketing engagement – Measure KPIs such as email open rate, click-through rate, and conversion rate to determine the success of your event’s email marketing efforts.
- Social media engagement – Did your target audience engage with your event marketing content? How often? In what ways?
Qualified Lead Generation
Of course, you have to measure your sales results. Throughout each event, be sure to review:
- How many qualified leads were generated from the event?
- How many existing clients attended the event? Did they increase their products/services as a result?
- How many sales were closed as a result of the event?
- How many existing leads attended the event?
Streamline Your Online Event Analytics
Instead of manually tracking these analytics, rely on GlobalMeet Webcast do it for you. With robust reporting functions and analytics dashboard, you’ll have all the data you need for future event success.
[link to GlobalMeet page on your website]
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Not quite sure what to do with your virtual events analytics? We can show you how to turn your metrics into marketing and sales leads: [link to partner blog] #PGiPartners #GlobalMeet