The Importance of Analytics for Online Events and How to Understand Them

The Importance of Analytics for Online Events and How to Understand Them

Without a wealth of webcast analytics at your fingertips, you won’t be able to measure how successful your online event was. Instead, you’ll be stuck in a webinar loop, wondering if your efforts are truly paying off.

Webcast and virtual event analytics drive the actions of your marketing and sales strategies. Your teams need this data to make sound, strategic decisions and improve their overall performance.

We’ll show you which online event data points you need to track and how to understand them.

Event Registration Numbers

Take a look at the total amount of attendees registered for your event. Now, compare this to the number of event leads you had. What does this tell you?

Event registration numbers tell your marketing team how successful their efforts were. Plus, at the end of the event, they can compare this total to the number of attendees converted into paying customers for a comprehensive understanding of their strategy results.

Be sure to also look at the number of returning event participants! If you have several repeat attendees, this shows your team that they’re building a solid connection with these leads.

Average Participation Time

During a virtual event, attendees can exit the webcast at any time.

Brands must track their event’s average participation time to determine how well they’re captivating the audience and keeping their attention.

If you notice a significant attendee drop-off at a certain point in your event, review the webcast content to see what could have caused this. Additionally, if you see a trend happening in your virtual events, the event duration may be the problem!

Post-Event Survey Responses

Post-event surveys offer both qualitative and quantitative data for your teams to review. But, the number of responses you receive is also a data point in itself.

For example, if you receive a survey response from 85% of attendees, this shows you retained the participants’ interests and had a lasting impression on them. On the other hand, if you receive responses from only 5% of your audience, something went wrong during your event.

Event Marketing Key Performance Indicators (KPIs)

It’s critical to also evaluate how well your event marketing strategy performed. Compare these analytics with the number of event registrations to see if there’s a strong correlation.

Common event marketing metrics include:

  • Social media mentions – How many times did attendees, leads, or other accounts mention your event online?
  • Social media engagement – Did your target audience engage with your event marketing content? How often? In what ways?
  • Email marketing engagement – Measure KPIs such as email open rate, click-through rate, and conversion rate to determine the success of your event’s email marketing efforts.
  • Web traffic – Review how much overall traffic your search, social media, email marketing, and other advertising efforts brought to your event’s registration landing page.

Qualified Lead Generation

Of course, you have to measure your sales results. Throughout each event, be sure to review:

  • How many qualified leads were generated from the event?
  • How many existing leads attended the event?
  • How many sales were closed as a result of the event?
  • How many existing clients attended the event? Did they increase their products/services as a result?

Streamline Your Online Event Analytics

Rather than manually tracking these analytics, rely on GlobalMeet Webcast from PGi to do it for you. With a robust analytics dashboard and reporting functions, you’ll have all the data you need for future event success.

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