5 levels to measure ROI on events
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The method is based on the famous five levels pyramid, representing the chain of impact. The crux of this method is to start using it in the planning stage of the event in order to define the objectives to be measured later.
Level 0: Target Audience . The demographic characteristics of the participants, their importance to the organization , their impact on it, your ability to buy a product or to impact the results are analyzed. Essential knowledge for the next steps .
Level 1 : Satisfaction. Attendee satisfaction is measured by two aspects : concerning hospitality (comfort facilities , quality of food , transportation, etc. . ) And event content ( relevance , ability of the speakers, etc. . ) .
This first point is more ” environment ” that an actual measurement of impact. The attendee satisfaction is important in terms of quality of the event and is probably important to meet other objectives … but is not the goal of the event is not the result that the event achieved.
Level 2: Learning . Good reception of messages from the attendees ( about the brand, product , ways of working for a training event ) is analyzed. Care : “learning” has a broad sense here , and also includes the fact build new relationships.
Level 3 : Application. If the attendee listens and understands (level 2) but does not change the way they work. Therefore this level allows you to check how much content and event applies : the degree of use of the new information by the guests, changes in ways of working , tracking those established contacts. Here we enter into the real impact of the event.
Level 4: Impact . Learning event applies, but … what brings this to the business? This level analyzes the impact on company productivity , efficiency , number of sales, quality customer service , etc. .
Level 5: ROI. Money Money ! Only in this step we come to measure real ROI, after converting the data from level 4 to financial data, and compare the result with the investment of the event. Many companies have internal values ??that allow this transcription into euros ( the average value of a new customer or “lifetime value” , the value of an employee , the value of a given productivity improvement … ) .
