Suggestions for Measuring Smaller Sized Events
To be sure, a formal measurement program for an individual program will be useful for large, expensive events. But what about the rest of the business events that are scheduled throughout the year – is it possible to apply event measurements to the hundreds of smaller events that are planned throughout the year?
Lorenz suggests that organizations identify five or six benchmark questions that are critical to the organization. Then, measure the various events to determine whether the series of events made a psychological, behavioral or financial impact.
Aggregate the results. For example, if an organization is holding 30 similar events throughout the year in different markets with similar benchmarks, this can certainly provide qualitative and quantitative measures.
“Isolate the success and build measures from there,” Lorenz advises.
Key stakeholders in the organization will have the final say in how effectively those involved in an event or series of events will determine how much credit should be given to those who helped plan the events.