Virtual and Hybrid events have created new opportunities for data analytics. An event analysis provides in-depth information about event attendee participation, audience engagement and much more. The data gathered is used for measuring the success and engagement factor of Virtual and Hybrid events.

For example, most common Virtual/Hybrid event analytics are related to attendees’ attendance to certain presentations, panels or round-tables, number of Q&As asked during the presentation and number of one-to-one meetings held through the event. Nevertheless, sometimes it is hard to distinguish which data matters and provides the optimal information. So, the important question we are going to answer is which data really matters and how can data be used to increase ROI?

To sum up the whole topic about data metrics, we must divide those metrics into six broad categories.

These are the categories:

1. Virtual event feed

2. Attendee information

3. Networking areas

4. Virtual booths and Virtual rooms 

 

1.  Virtual event feed and measurement success:

Content is a crucial part of the engagement process. Your audience won’t want to engage and participate if they consider your content boring. You must invest in quality speakers and materials that will intrigue your audience.

Likewise, speaker metrics are the next topic of matter:

Speaker rating: based on all speakers at the event, attendees can rate each speaker and provide feedback

Profile views: most viewed profile metrics for narrowing down the most impactful presentations

Profiles bookmarked: most bookmarked profile so attendees can reach out to speakers even after the event

Notes: most attendees take advantage of whiteboard notes

Downloads: most content download statistics for every presentation and module

These metrics are useful because you get to decide which speakers and topics are most beneficial for your future events.

2. Attendee information:

We begin our analysis with attendee information. Here we discuss fundamental audience engagement metrics. Attendee information metrics are mostly simple, straightforward and are key to getting you started on virtual engagement analysis.

We start with attendance metrics for the event. Registrations to any kind of event show the number of people that signed up to attend. This is also an approximate indicator of your event turnout.

Next are attendees that logged in. This is the number of people who attended the event. Even if 1000 people registered for the event and 400 logged in, that means you have 40% turnout rate. The daily attendee chart is designed for events that last multiple days. The chart is a good indicator of session popularity.

New users and active users are distinguished based on first time attendance to your event or frequent users who visit your events regularly (active users).

An important thing to mention is that if an event has many attendees registered and logged in, it doesn’t guarantee the success of your event. Success of an event is measurable by the engagement and activity of your logged in attendees.

3. Networking areas:

It is important to notice the most active participants. They are going to be your biggest asset for your current and future Virtual/Hybrid events. By identifying active participants, you generate potential leads. You can also identify influencers that can help you with your brand management.

Pooling reports identify answers to all your question during the event. They boost engagement among attendees also. It is also useful to do the pool in the chat function during an event because it shows the exact engagement level at that specific time.

For the engagement metrics, the most important metric is message exchange. The chat function serves as the main networking opportunity and attendees use it the most to connect and engage. In addition, profile views are essential for recognition of most popular speakers and so on. This metric analysis is used later, especially for non-member attendees. You have the opportunity to reach out to these attendees to incentivize them to subscribe to your future events and other platforms with the goal of gaining new customers.

Audience engagement during sessions is very important and relevant. For example, sessions count, they show the exact number of times each session was viewed and attended. Rating specifies average rating of each session. Lastly, likes and registrations for sessions are straightforward.

4. Virtual booths and rooms for engagement:

Virtual booths are usually the main reason why people decide to create and join virtual events. They boost engagement and contribute greatly to revenue streams.

Metrics used to calculate the success of each virtual booth are:

1. Number of profile visitors per booth

2. Average rating and polling statistics

3. Number of chats held per booth

Even more important metrics regarding virtual booth engagement are:

1. Number of bookmarks per booth

2. Number of connections made per booth

3. CTA clicks/booth

4. Product views/booth

5. Files downloaded/booth

If your virtual event is a launch of a product or marketing strategy for a new product, you especially need to have the files downloaded metric. This metric shows how many attendees are interested in your product and how they have the potential to become a customer.

Final Thoughts

With a good Virtual Event Platform like AVIANET, we are sure that all these metrics will ensure the success of your event. Above all, we are here to assist you along the way and encourage engagement among attendees as much as possible.