Data Analysis for Conferences and Events

Written By Dr. Michael Tatonetti, CAE, CPP

The following is an excerpt from our book, Pricing for Associations, available now on Amazon.

Conferences and events are key revenue sources and engagement opportunities for associations. Here are examples of data to examine and questions to ask for conference and event planning and evaluation:

1. Registration Data:

    • How has conference attendance grown or changed over recent years?

    • Are there trends in registration, such as spikes during early-bird periods?

2. Attendee Demographics:

    • What is the typical profile of conference attendees?

    • Are there specific demographics that the conference aims to attract or diversify?

3. Session Attendance:

    • Which sessions or tracks are the most popular among attendees?

    • How do attendees rate session content and speakers?

4. Exhibitor and Sponsorship Data:

    • How has exhibitor and sponsor participation evolved?

    • What is the return on investment for exhibitors and sponsors?

5. Event Feedback:

    • How do attendees rate their overall event experience?

    • What specific feedback do they provide for improving future events?

6. Cost and Revenue Analysis:

    • What are the overall financial outcomes of the event?

    • Were revenue goals met, and were expenses within budget?

7. Attendee Engagement:

    • How engaged were attendees with event-related content and networking opportunities?

    • Did attendees continue to engage with association content or activities after the event?

8. ROI for Attendees:

    • Did attendees experience career benefits, such as new job opportunities or promotions, as a result of attending the event?

    • Were valuable connections made during the event?

9. Logistical Data:

    • Were there logistical challenges or successes that can inform future event planning?

    • Did attendees have specific preferences or requirements related to logistics?

10. Membership Impact:

    • How does the event impact membership growth and engagement?

    • Are there strategies in place to convert event attendees into long-term members?

Analyzing these data points for conferences and events provides insights into attendee preferences, event effectiveness, and financial outcomes. This information guides future event planning and helps associations create more engaging and profitable conferences and events.

Dr. Michael Tatonetti, CAE, CPP

Dr. Michael Tatonetti is a Certified Association Executive and Certified Pricing Professional on a mission to advance associations in their pricing models for financial sustainability. As a Strategic Consultant and Trainer, he works with associations to harmonize pricing and value across membership, education, sponsorship, events, and marketing.Dr. Michael is a proud Association Forum Forty Under 40 honoree for his dedication to the association field.

https://www.pricingforassociations.com
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