Virtual/Hybrid events provide the tools that an organization can use to measure its success among its target audience. Virtual and hybrid events have provided new opportunities for data analytics in measuring the success and engagement of attendees. However, with so much data available, it can be challenging to determine which metrics are most important. In this article, we will explore the six categories of virtual event metrics and focus on the most essential attendee registrations, virtual event feed, networking areas, sessions, virtual rooms, and virtual booths.
Attendance metrics are key to understanding audience engagement. These metrics are straightforward, starting with the number of registrations, which gives an approximate indicator of the expected turnout. However, the actual number of attendees who logged in during the event is more critical. The daily attendee chart is also useful for multi-day events to show session popularity. Additionally, new users and active users are distinguished based on first-time attendance or frequent visits to the event. It is essential to note that a high number of registered and logged-in attendees does not guarantee event success. The success of an event is measured by the engagement and activity of attendees.
Virtual Event Feed
Content is essential in engaging attendees. Investing in quality speakers and materials will intrigue the audience and increase participation. Speaker metrics are useful in determining the most impactful presentations, including speaker ratings, profile views, profiles bookmarked, notes, and downloads. These metrics also help determine which speakers and topics are most beneficial for future events.
Identifying the most active participants is essential for generating potential leads and identifying influencers for brand management. Polling reports and message exchanges in the chat function are useful in boosting engagement and showing the exact engagement level at specific times. Profile views are also crucial for recognizing the most popular speakers and reaching out to non-member attendees to incentivize them to subscribe to future events and platforms. Post-event networking channels can also be tracked by organisations to understand the rate at which they were able to build their network through the event.
Audience engagement during sessions is vital. Session counts, average ratings like, and registrations provide straightforward engagement metrics. These metrics are essential in identifying the most successful sessions and speakers for future events. Audience engagement can also be measured through chat engagement among the participants of the event.
Virtual Rooms and Virtual Booths
Virtual booths are significant revenue streams and boost engagement in virtual events. Metrics for calculating the success of each virtual booth include the number of profile visitors, average ratings and polling statistics, number of chats held, bookmarks, connections made, CTA clicks, product views, and files downloaded. The files downloaded metric is particularly important for events focused on launching or marketing a new product. It shows the level of interest from attendees and their potential as future customers.
Several other metrics to measure the success of your virtual/hybrid event can be; tracking application or website visits, social media connection improvement and also last but not least, revenue generation in terms of meeting the goals set for the event.
With a good virtual event platform, all these metrics can be utilized to measure the success of virtual and hybrid events. The AVIANET platform provides excellent features to encourage attendee engagement and increase ROI. By focusing on these essential metrics, event organizers can improve attendee engagement and plan future events with more success.