Currently, 61% of show producers have formally adopted success metrics. The most popular is the tried and true method of counting the number of attendees (68%), closely followed by attendee engagement (65%). Somewhat less popular as a metric is the number of qualified leads (55%), with four in10 or more producers also focusing on number of new leads (45%) and leads provided to sponsors (42%).
Interestingly, only about three in 10 virtual event producers (29%) measure success by direct revenue, perhaps reflecting the relative newness of the virtual event channel. Read the rest at Marketing Charts.