Marketers understand the value of events better than anyone else in the business. And yet, proving return on investment (ROI) for events continues to be a challenge. In our recent survey, nearly 70 percent of marketers agreed that tying event spend to revenue generation remains an elusive task. Oftentimes, businesses work backwards when it comes to determining […] (Read More)

As a Product Manager at Certain, I realize the importance of marketing metrics, key performance indicators (KPIs), and how to measure successful events. In high-performing marketing teams, success is not measured by lead volume, but by lead quality. So marketers are not only tasked with crafting quality content, but in honing in on their unique persona-set, capturing data that provides marketers with the information that they need to send out personalized follow-up campaigns, and then ensuring that this data is tracked, leveraged, and most importantly, delivers results. (Read More)

In today’s digital world, leveraging data gathered from event technology (like statistics) is the key to achieving higher ROI. Marketers can utilize new trends in event technology, like event apps and event automation, to increase attendee engagement, collect rich attendee data, and provide attendees with what they desire: an informative and enjoyable user experience. (Read More)