Digital Metrics to Set and Monitor to Improve Event Marketing
Data can be king when it comes to digital marketing, but what data can bring the best results? These five simple stats will not only get you from strategy to wrap up, but they are also scalable for all levels of investment and relevant to both virtual and live events.
Before starting your campaign, look at the data you already have: registration stats, website search results, and document downloads.
Tina Warren, director, trade show marketing, for PMMI, the Association for Packaging and Processing Technologies, uses data from the organization’s tradeshow registration partner. “You can do a lot with your data purely with demographics,” she said. “You can also look at your registration system for behavioral data—when do they typically register, and how do they register?”
Figure out how users engage with your organization across the board. For example, PMMI looks at search results through its events management software interface, report downloads, social media engagement, and website activity. With all this data, you can build an informed narrative to create your strategy.