Strategic Event Insights
ROI, KPIs & Post-Event Reporting
Measure event success beyond attendance. Set meaningful KPIs, evaluate value and turn post-event findings into better decisions.
About the programme.
This two-day programme gives event, marketing and communications teams a structured way to evaluate their work. It covers objectives, data collection, ROI and Return on Objectives (ROO), reporting and continuous improvement through exercises and event case studies.
What participants will be able to do.
Set SMART event objectives and KPIs aligned with business goals.
Design feedback, survey and engagement measures that capture useful evidence.
Assess financial and non-financial value using ROI and ROO concepts.
Build post-event reports and lessons-learned plans for future improvement.
Your two-day programme.
Day 1: Foundations of Event Evaluation & Performance Measurement
Understanding Post-Event Evaluation
Success beyond attendance, common reporting mistakes and linking event outcomes to organisational objectives.
Setting Event Objectives & KPIs
SMART objectives, measurable indicators and alignment with business goals.
Event Data Collection Techniques
Quantitative and qualitative data, surveys, feedback, audience engagement and stakeholder responses.
Analysing Event Performance
Interpreting data, audience satisfaction, operational performance, strengths and gaps. Includes evaluation-template and KPI exercises.
Day 2: ROI Reporting & Strategic Event Improvement
Understanding Event ROI & Value Measurement
ROI versus ROO, financial and non-financial outcomes, and tangible and intangible value.
Budget Analysis & Cost Evaluation
Event expenditure, cost-benefit analysis, revenue, sponsorship and profitability.
Developing Professional Post-Event Reports
Report structure, clear findings, dashboards and visual reporting for management and stakeholders.
Turning Insights into Future Improvements
Lessons learned, improvement strategies and future planning, with a reporting simulation and ROI presentation.
Who should attend.
Your trainer.
Annette Yeo
An entrepreneur, event professional and corporate trainer with more than 20 years of experience. Her work spans event management, branding, marketing and customer engagement across Malaysia, Singapore and Southeast Asia.
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