Events businesses are enjoying a new lease of life as countries around the world ease their pandemic restrictions, but new research suggests too few have a clear idea of how to measure their success. Events specialist Elevate warns there is little consensus on which key performance indicators (KPIs) to capture in order to evaluate the performance of an event – and, in many cases, little effort to capture any meaningful data at all.
Elevate’s research is intended to serve as a wake-up call to events businesses staging large-scale experiences such as festivals and sports tournaments, but also smaller events. While there is widespread interest in KPIs such as net promoter scores (NPS), total purchase value (TPV), and visitor satisfaction scores, the research suggests these data points are rarely collected at events.
“While allowing for every event working to different goals, it’s clear that there is room for greater…
