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If we manage to involve the target during an event and know what they think, it will be a great step forward for ROI. Museums are starting to use the SPSS predictive software to improve the interaction with the visitors, and it probably will be a matter of months until we star using the same tool for events.
The Data Collection PASW, SPSS, collects and analyses in real-time the feedback from the visitors. For example, the Cleveland Museum of Art already is already using this tool to plan their presentations. This innovation tool allows collecting an immediate feedback from the public, the software can easily create questionnaires that are distributed through portable devices and then the results can be shared through a versatile report.
