The 6-Layer Evaluation Stack
The six measurement layers, from registration through revenue, and what each is supposed to tell you.
A continuous improvement framework for B2B event programs that moves from one-and-done debriefs to a measurement system that compounds.
Five components covering how the most mature event programs evaluate themselves.
The six measurement layers, from registration through revenue, and what each is supposed to tell you.
How to translate one event’s lessons into the next event’s plan.
How to compare a trade show against a user conference against an executive dinner without comparing apples to oranges.
The four attribution models, when each is appropriate, and where they fall apart.
How to report event program performance to your board, not just individual events.
Most teams measure events. The mature teams measure their event program. That distinction is worth millions in pipeline.
Event measurement done well is not about adding more metrics. It is about building a system that compares apples to apples across event types, learns from every event, and reports up to the board in a single coherent story. The whitepaper lays out the architecture for that system.
Marketing leaders, heads of measurement, and event program managers at companies running 10+ events a year.
The deeper exploration, expanded across the blog.