September 21, 2015
While you can usually get a feel for how things are going on the night, it can be hard to know exactly how successful your event really was. We’re into our data here at ticketscript, so we’ve come up with a handful of key metrics that will help you rate your efforts.
If your event catered for a younger audience, there’s a good chance that they’ve mentioned it on Twitter. Search your hashtag to get event commentary in one place, but remember to try a few variations to sweep up any misspelt versions that could slip through the net.
Look through social media and make a note of which posts or pictures got high numbers of views. If you’ve taken guests’ contact details, use this information to measure quality as well as quantity. It’s possible that a lot of people saw a particular post but didn’t show up on the night.
This metric is extremely important if you’re hosting multiple events. Try to collect the same types of data at each occasion and pick out trends. This could mean focusing on changes to the total number of bookings as well as the kind of people attending. Try to make as many comparisons as possible until you get a feel for what’s really important.
Understanding when people sign up is as important as understanding how they did it. Did you see a sudden spike after a ‘2-for-1’ promotion, or did the announcement of a keynote speaker lead to a huge increase in sign-ups?
Divide the cost of your event by the number of attendees; if the resulting number is higher than the ticket price, you may want to have a think about your pricing. Bear in mind, however, that how you measure efficiency will depend on your goals: money is less important at a brand awareness event than at a charity fundraiser.